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Keywords: Brand warmth
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Journal Articles
Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration
Available to Purchase
Journal of Fashion Marketing and Management: An International Journal (2021) 25 (4): 606–624.
Published: 15 January 2021
... media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes. Indeed, it has been reported that an established brand...
