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Keywords: Modernity
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (2): 386–410.
Published: 06 December 2023
...Kirsten Cowan; Alena Kostyk Purpose Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable...
