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Keywords: Symbolic value
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Journal Articles
Austerity to materialism and brand consciousness: luxury consumption in India
Available to Purchase
Journal of Fashion Marketing and Management: An International Journal (2018) 22 (2): 223–239.
Published: 19 April 2018
... luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands. Practical implications...
