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Keywords: Brand desire
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2025) 29 (6): 1069–1084.
Published: 03 June 2025
... on luxury brand attitude and brand desire. Findings The results indicate that VCC positively influences individual perceptions of luxury. Similarly, it strengthens the customer’s attitude towards the luxury brand and brand desire through the mediating effect of individual luxury value perceptions...
Includes: Supplementary data
