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The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers' preferences for loud versus quiet luxury?

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Schulte-Mecklenbeck,  Michael
Center for Adaptive Rationality, Max Planck Institute for Human Development, Max Planck Society;
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Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W. D., Zhang, Z. J., & Krohmer, H. (2020). The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers' preferences for loud versus quiet luxury? Journal of Brand Management, 27, 195-210. doi:10.1057/s41262-019-00175-5.


Cite as: https://hdl.handle.net/21.11116/0000-0005-1CF2-B
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