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Keywords: Mass cool
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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
... consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand. Design/methodology/approach Study 1 uses a panel sample to establish the mediating role of attitude...
