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Keywords: Exclusivity
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Journal Articles
Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride
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Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (6): 1305–1323.
Published: 05 May 2020
...Felix Septianto; Yuri Seo; Billy Sung; Fang Zhao Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages...
