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Keywords: Bandwagon
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (5): 871–889.
Published: 02 April 2024
... to consume luxury brands. Design/methodology/approach The study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based...
