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Keywords: Brand engagement in self-concept
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2020) 24 (4): 589–609.
Published: 03 April 2020
...Munyaradzi W. Nyadzayo; Lester W. Johnson; Monica Rossi Purpose To understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities...
