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Keywords: Luxury brands
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Journal Articles
Journal of Services Marketing (2023) 37 (9): 1113–1119.
Published: 19 September 2023
... al., 2020), luxury research overwhelmingly continues to take a product-focused view, emphasizing brand features (Ko et al., 2019) and practices designed to safeguard the exclusivity of luxury brands (Dion and Borraz, 2017 ; Kapferer and Bastien, 2012). Recently, this traditional...

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