Online brand image, luxury value perception and brand equity
Brand image generates value for luxury companies and helps build long term brand equity. Many luxury brand companies nowadays adopt mass marketing approach with embedding luxury code to prevent their prestige brand image from being diluted. It is crucial for marketers, against a background of online...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2019
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1274/1/ij2019_01.pdf http://eprints.intimal.edu.my/1274/ http://intijournal.newinti.edu.my |
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