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Keywords: Pakistan
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Journal Articles
Love is not blind: investigating a love-hate transition among luxury fashion brand consumers
Available to Purchase
Journal of Fashion Marketing and Management: An International Journal (2021) 25 (4): 625–643.
Published: 07 April 2021
... on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses. Findings All the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand...
