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Keywords: Conspicuous consumption
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (2): 165–186.
Published: 10 January 2024
...Sandra Maria Correia Loureiro; Aihoor Aleem; Mike Breazeale Purpose This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous...
