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Keywords: Brand relationship norms
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Journal Articles
Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief
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Journal of Product & Brand Management (2023) 32 (8): 1191–1206.
Published: 08 June 2023
... alternative explanations of (dis)association motivation and envy. Finally, Study 4 examined the moderating effect of brand relationship norms. Findings Consumers with low PDBs had lower attitudes towards luxury brands when consumption resources were acquired through luck (rather than effort). However...
