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Keywords: Brand entitativity
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2019) 23 (1): 138–155.
Published: 07 September 2018
...MdSanuwar Rashid; Veena Chattaraman Purpose Perceived brand entitativity, or the extent to which a collection of brands signifies a group to consumers, differentiates luxury vs non-luxury brands such that luxury brands are perceived to be more entitative than non-luxury brands. Framed...
