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【With the same tag:【奢侈品】 Found 3 articles】 /Page Order by: Asce Desc

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MARKETING | F270

Cold or Warm: The Matching Effect between Self-awareness in Social Media Use and Communication Style of Luxury Advertising

Fei Xianzheng, Jiang Wen, Wang Haiyan

With the younger consumption groups of luxury brands and the wide application of social media, the marketing communication of traditional luxury brands is facing huge challenges. How to se...

First published at: Jul 20, 2024

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doi:10.16538/j.cnki.fem.20230901.301

Foreign Economics & Management, Vol. 46, Issue 07, pp. 102 - 119

MARKETING | F270

Does Positive Word-of-Mouth of Luxury Brands Lead to Favorable Image? The Negative Effect of Social Characteristics on Brand Attitudes in Social Media

Feng Wenting, Yi Mengjie, Sun Hongjie

Social media has become an important method for the word-of-mouth (WOM) marketing of luxury brands. Considering the social symbolism of luxury brands and the interactivity of social media,...

First published at: Jan 20, 2022

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doi:10.16538/j.cnki.fem.20210809.301

Foreign Economics & Management, Vol. 44, Issue 01, pp. 119 - 136

The Lastest Development and Enlightenment of Luxury Brands Research

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Foreign Economics & Management, Vol. 37, Issue 01, pp. 21 - 31

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