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Keywords: Promotion focus
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Journal Articles
Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (6): 1305–1323.
Published: 05 May 2020
... 08 2019 21 01 2020 29 02 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Authenticity Prevention focus Promotion focus Pride Luxury advertising Exclusivity Over the past three decades, luxury brand marketing has...
