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Keywords: Social value
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2018) 22 (2): 223–239.
Published: 19 April 2018
... The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among...
