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Keywords: Self‐concept connection
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Journal Articles
Journal of Product & Brand Management (2012) 21 (2): 98–108.
Published: 13 April 2012
...Jiyoung Hwang; Jay Kandampully Purpose This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand relationships. Design/methodology/approach The main data collection...
