Masstige Luxury Buying Behavior

Version	Summary	Created by	Modification	Content Size	Created at	Operation
1		Ayse Sedef Uluturk	--	2550	2024-02-07 08:52:28	\|
2	update references and layout	Rita Xu	-24 word(s)	2526	2024-02-07 09:09:00	\|

This entry is adapted from the peer-reviewed paper 10.3390/bs14010067

The luxury product market has experienced a rapid growth in the last twenty years in the world. A new model derived from Behavioral Reasoning Theory (BRT) to examine the purchasing behavior of masstige jewelry consumers. The suggested model provides a more comprehensive understanding of the determinants of purchasing masstige products by considering values and reasons in addition to the global motives and intention.

behavioral reasoning theory reasons masstige jewelry consumption

1. Introduction

According to the research of Bain and Company (2023), the total personal luxury product market reached EUR 353 billion in 2022 and is estimated to reach EUR 540–580 billion by 2030 ^[1]. On the other hand, reasons such as the economic stagnation experienced in America and Europe in the 1990s, the cessation of population growth in Europe, and the growth of a middle class who wanted to reach luxury caused the need for change and expansion in luxury brands ^[2]. With these recent structural and cultural changes in the capitalist markets, luxury brands that have undergone change have become accessible to the masses ^[3]^[4]. Many studies have defined this change using different terms, like the ‘democratization of luxury’ or ‘luxury for the masses’ or ‘masstige (mass-prestige)’. While the democratization of luxury is a frequent topic of discussion in industry reports, the academic literature remains notably unexplored in this realm ^[5].

With the growth and expansion of the masstige luxury market, the analysis of luxury consumer buying behavior has become even more important. The jewelry market especially, is growing and spreading day by day with the emergence of masstige jewelry brands. However, research examining the purchasing behavior of jewelry consumers, especially for masstige products, is limited.

Luxury goods, which are accepted as high-involvement products due to their high price, rarity, and complicated nature, require detailed research and knowledge. The consumer is more likely to choose the decision alternative that is supported by strong reasons and aligns with his/her values, as they guide the reasoning and selection of decision alternatives. Reasons serve as context-specific factors that consumers use to justify and defend their judgements or intentions that affect their behavior ^[6]. Values serve as a framework for what is important and meaningful to consumers. Therefore, incorporating the concepts of ‘reason’ and ‘value’ into the modeling of (masstige) jewelry purchasing behavior will provide a more comprehensive explanation of this behavior. Only a limited number of studies rooted in Behavioral Reasoning Theory (BRT) have investigated the influence of values and context-specific reasons on consumer behavior. Specifically, reasons are modeled as mediators between beliefs/values and global motives, where it is assumed that the way individuals process their belief and value information directly influences the reasons they provide for explaining their behavior ^[6]. Despite its advantages, BRT remains significantly underexplored ^[7]. Only a few recent studies, including those by Sivathanu ^[8]^[9], Pillai and Sivathanu ^[10], Gupta and Arora ^[11]^[12], Claudy et al. ^[13]^[14], and Ryan and Casidy ^[15], have tested different hypotheses stemming from both the original and modified versions of the BRT theory. However, none of these models have been examined within the realm of luxury consumption (see ^[7] also).

In luxury consumption, the reasons are generally based on traditions, social culture, and self; therefore, they are considered as psychological structures believed to be relatively more stable and have contextual characteristics (see ^[16]). In addition, reasons may not necessarily come after values temporally (see ^[17]). Reasons may strengthen or weaken the influence of perceived values on global motives. For example, consumers who share identical values may develop different attitudes due to their varying reasons for purchasing jewelry. Therefore, it is essential to establish a model that examines the moderating role of reasons. Sahu et al. ^[7] point out in their review of BRT that only a few studies have examined the impact of moderating variables (especially between values and attitudes), indicating a significant research gap in the existing literature on this topic (see also ^[6]^[14]).

2. Luxury and Masstige Consumption

The term ‘masstige’ has its roots in the luxury concept, which originates from the Latin word ‘luxus’ and means ‘extras of life’ or ‘extravagant life’ ^[18]. Until the fourteenth century, the common people associated negative meanings with the concept of luxury. In the following centuries, luxury was seen as an indicator of the noble class or of social class distinction with the emergence of the bourgeoisie in Europe ^[19]. Today, luxury brands and products are often associated with desire, pleasure, comfort, exclusivity, status, and identity.

In the academic literature, the concepts of luxury and luxury brands lack a universally accepted definition ^[20]. Researchers employ the term ‘luxury’ to characterize the highest tier of prestigious and high-status brands, as noted by Vigneron and Johnson ^[21]. According to Vickers and Renand’s ^[22] definition, luxury products serve as symbols of both personal and social identity. Consumers believe that luxury brands bring dignity to their owners and meet functional and psychological needs; therefore, the concept of luxury consumption is defined as ‘conspicuous consumption’ ^[23]. According to another definition, ‘luxury brands’ are expensive, high quality, non-essential offers that have symbolic or emotional value and are perceived as rare, unique, prestigious, and authentic by the consumer ^[24].

2.1. Democratization of the Luxury

When the luxury product market is examined, it is evident that the market has experienced a rapid growth worldwide in the last twenty years. Despite declining sales due to the COVID-19 pandemic, in 2021, the luxury goods industry underwent a rapid recovery characterized by a V-shaped pattern ^[1]. Despite the worsening global macroeconomic indicators, the personal luxury market achieved a retail sales volume of EUR 353 billion in 2022. ^[1]. Bain and Company predict that the personal luxury goods market has the potential to achieve a volume of EUR 540–580 billion by 2030, assuming a consistent annual growth rate of 6-8% ^[1].

Parallel to these developments, economic growth has created a middle class (especially in emerging markets, such as China, India, and Türkiye) with great market potential ^[25]^[26]^[27]. Companies are now venturing into non-traditional approaches to market luxury products and services, offering consumers the allure of status, indulgence, and an exceptional experience. In recent years, the definition of ‘luxury’ has evolved, giving rise to the concept of ‘new luxury’ ^[28], which encompasses notions of affordability, wider market reach, and accessibility within the mass market ^[4].

With these recent changes, luxury brands have become accessible to the masses ^[3]. Vigneron and Johnson ^[21] highlight a significant shift in the last two decades, where brands expanded their marketing efforts from solely targeting the wealthiest consumers to also encompassing middle-class consumers. This was achieved through new product lines, new brand launches, and brand extensions. This development is commonly termed as the ‘democratization of luxury’ ^[29]. With the democratization of luxury, many companies have expanded their product range, and they have become accessible both in terms of price and geography. Firms such as Toyota, Apple, and Honda appear to be adopting a new marketing approach aimed at enticing aspiring middle-class consumers seeking prestige, but at a more accessible price point ^[30]. Luxury brands like Versace, Alexander Wang, Balmain, and Marni, among others, have engaged in licensing or collaborative partnerships with high street retailers such as H&M. This collaboration aims to offer a more affordable rendition of their luxury items, catering to a broader middle-class consumer base through mass production ^[31]. Capsule collections from haute couture designers elevate the status of ready-to-wear clothing or masstige brands, enabling the middle class to access signature products. The collaborations between Arzu Kaprol and Network, Ozlem Suer and Atasay, and Dilek Hanif and Koton serve as illustrative instances within Türkiye.

Three different paths have been followed in the democratization of luxury ^[32]. ‘Accessible Superpremium’ products have higher quality or taste than other products in their category and are priced above other products in the category, but these products are still accessible to mid-range consumers ^[33]. For example, Starbucks and Belvedere Vodka are priced 40% higher than similar products ^[34]. ‘Old-luxury brand extensions’ are well-established luxury brand extensions, which are affordable products of traditional luxury brands. This new generation of luxury goods refers to products that are not unique but are produced in limited quantities. These products achieve the luxury label because of the design, the aura, or the additional services the brand creates. In this new definition of luxury, consumers are more concerned with the image of the brand than the product itself. In the list of traditional luxury brands that have expanded their brands, there are Mercedes-Benz, Ermenegildo Zegna, Tiffany, and Burberry, which offer economical products along with traditional products ^[33]. ‘Masstige’, as the third path, creates a niche market between mass products and traditional luxury brands ^[35]. As a fusion of ‘mass’ and ‘prestige’, ‘masstige’ brands offer goods that exhibit superior quality, elegance, and desirability within their category, yet remain within an affordable price range ^[33]. In other words, the ‘masstige’ concept refers to a phenomenon wherein premium or high-value products are marketed to a broad customer base by cultivating a sense of widespread prestige, all while maintaining consistent pricing ^[36]. They provide the consumer with emotional benefits such as prestige, self-actualization, or group membership. While traditional luxury items retain their prestige by emphasizing premium pricing and exclusivity ^[37]^[38], masstige products adopt a mass-targeting approach with relatively lower pricing and limited accessibility, all while upholding brand prestige. Couch, Miu Miu, and Armani Exchange are examples of mass-prestige brands ^[34]. Louis Vuitton, on the other hand, has developed masstige products in the jewelry industry ^[35]. In addition to prestige and affordability, masstige goods must exhibit superior quality, multifunctionality, and prolonged utility. Particularly in developing countries characterized by extensive mass markets, the significance of the masstige marketing strategy is widely acknowledged. The masstige strategy achieves success by striking a harmonious equilibrium between differentiation through prestige and a justifiable premium. Masstige marketing represents a phenomenon where pricing is regarded as a composite outcome of product, promotion, and placement strategies ^[30].

As the masstige luxury market expands, understanding the buying habits of masstige consumers has become even more important. The jewelry sector, which is a main branch of luxury consumption, is also growing and becoming widespread day by day, especially with the emergence of masstige jewelry brands. Jewelry is highly valued worldwide due to the intrinsic and symbolic value it offers to consumers ^[39]. Consumers purchase jewelry not primarily for financial gains, but rather as an emotional investment ^[40]. In the past, buying jewelry was limited to specific occasions and weddings, but nowadays, people are buying jewelry as a means of self-expression and to enhance their personal style (see also ^[40]). Academic studies on the buying behavior of jewelry consumers and masstige luxury are limited, which makes this study more valuable.

2.2. Purchasing Behavior of Luxury and Masstige Consumers

Previous studies in the luxury product market have predominantly examined the meaning and measurement of luxury and masstige (e.g., ^[3]^[41]), values and motives in purchasing luxury and masstige goods (e.g., ^[20]^[42]^[43]), determinants of luxury buying behavior ^[44] (for a comprehensive review refer to ^[45]), and the management of masstige and luxury brands (e.g., ^[29]^[36]). Only the studies related to the current work will be mentioned here in more detail.

Motivations for luxury consumption have to be thoroughly examined in order to understand the consumers’ perceptions of luxury brands, which is a prerequisite for successful brand positioning and market segmentation. Previous studies have focused on defining the dimensions of the luxury value concept. Wiedmann et al. ^[20] explored luxury values from the standpoint of consumers and identified four key dimensions: functional value, individual value, social value, and financial value. Likewise, Berthon et al. ^[46] presented a three-dimensional model, including experiential, symbolic, and functional values.

On the other hand, Paul ^[41] introduced a theoretical model and scale to operationalize mass prestige. He conceptualized ‘masstige value’ as a substitute for brand equity and developed a scale and index, serving as a benchmark measure for evaluating and comparing the ‘Masstige value’. Ghimire et al. ^[47] studied the value dimension of masstige brands based on the Woodruff’s ^[48] customer value determination framework. They determined that Indian customers believed that masstige brands have the highest functionality and that they provide self-directed image value. They also proposed that the masstige brands possess qualities of superiority, fashion-forwardness, trendsetting, self-customization, and innovation. Kim et al. ^[43] investigated the values conveyed by advertising messages from luxury and masstige fashion brands. Shared implicit values in these ads encompass exclusivity, sophistication, authenticity, achievement, and pride. Symbolic interpretations and motifs commonly associated with masstige brand advertisements include seasonality, allure, and rejuvenation. In another recent study, Kumar et al. ^[4] introduced the mass–luxury continuum to categorize product or service brands in relation to mass prestige. They also outline the steps for creating a masstige brand, focusing on the marketing mix.

Various studies have focused on different determinants for luxury consumption. In an empirical study, Jamal and Goode ^[49] examined the criteria used when purchasing precious jewelry. Their study emphasized the importance of product category expertise, brand familiarity, and brand awareness in product assessment. Zhan and He ^[50] suggested that culture has an impact on the attitudes and buying intentions of luxury consumers. Their study focused on Chinese consumers and found that collectivist cultures are predominantly motivated by social needs. Additionally, they identified value consciousness and the desire for uniqueness as further key psychological factors impacting consumer buying behavior in China. The authors also analyzed the moderating role of consumer knowledge. They claim that consumers are less likely to use the best-known, popular luxury brands to express their uniqueness when consumer knowledge increases. Granot et al. (2013) conducted exploratory research focusing on consumer perceptions of masstige brands, considering factors like conspicuousness, style, signaling, self-indulgence, exploration, and quality, as well as their impact on purchase decisions. Loureiro and Araújo ^[51] examined the influence of individual and social luxury values on customer attitudes, perceived behavioral control, and subjective norms, as well as how these factors, along with past experiences, affect intentions to recommend and pay a premium for luxury clothing in the Brazilian market. The results indicate that individual values positively affect intentions, while social values positively influence subjective norms but negatively affect perceived behavioral control. Past experience does not notably impact intentions. Hennigs et al. ^[52] demonstrated the significant connection between perceptions of luxury brand value and important outcomes like purchase intention, recommendations, and willingness to pay. Riley et al. ^[53] investigated the influence of perceived value in the connection between perceived fit, brand attitude, extension attitude, and consumers’ purchase intent for downscale vertical extensions of premium and luxury brands in the automotive and footwear markets. Their findings demonstrate that perceived value acts with a partial mediating role in the relationships between brand attitude and extension attitude with purchase intention. In another study, Mason et al. ^[54] examined the influence of the Lipstick effect, employing income as a moderating variable on the relationship between the primary aspects of service quality and behavioral intentions in a new luxury context. Loureiro et al. ^[55] analyzed how involvement, perceived self, social values, and desire are related to consumer engagement in the fashion luxury context (masstige brands). They also explored the role of past experience as a moderator in the relationship between consumer engagement and subjective well-being. In a more recent study, Zhang et al. ^[44] explored the factors influencing Chinese consumers’ purchase intentions for luxury goods by extending the TPB. The findings indicate that both perceived behavioral control and subjective norms had notable and direct effects on consumers’ purchase intentions. Furthermore, prior experience with luxury goods purchases also directly influenced consumers’ intentions to buy such products.

References

D’Arpizio, C.; Levato, F.; Prete, F.; de Montgolfier, J. Renaissance in Uncertainty: Luxury Builds on Its Rebound; 2023. Available online: https://www.bain.com/insights/renaissance-in-uncertainty-luxury-builds-on-its-rebound/ (accessed on 17 January 2023).
Nueno, J.L.; Quelch, J.A. The Mass Marketing of Luxury. Bus. Horiz. 1998, 41, 61–68.
Roper, S.; Caruana, R.; Medway, D.; Murphy, P. Constructing Luxury Brands: Exploring the Role of Consumer Discourse. Eur. J. Mark. 2013, 47, 375–400.
Kumar, A.; Paul, J.; Unnithan, A.B. ‘Masstige’ Marketing: A Review, Synthesis and Research Agenda. J. Bus. Res. 2020, 113, 384–398.
Shukla, P.; Rosendo-Rios, V.; Khalifa, D. Is Luxury Democratization Impactful? Its Moderating Effect between Value Perceptions and Consumer Purchase Intentions. J. Bus. Res. 2022, 139, 782–793.
Westaby, J.D. Behavioral Reasoning Theory: Identifying New Linkages Underlying Intentions and Behavior. Organ. Behav. Hum. Decis. Process. 2005, 98, 97–120.
Sahu, A.K.; Padhy, R.K.; Dhir, A. Envisioning the Future of Behavioral Decision-Making: A Systematic Literature Review of Behavioral Reasoning Theory. Australas. Mark. J. 2020, 28, 145–159.
Sivathanu, B. Adoption of Online Subscription Beauty Boxes: A Behavioural Reasoning Theory (BRT) Perspective. J. Electro. Comm. Organ. (JECO) 2018, 16, 19–40.
Sivathanu, B. Adoption of Internet of Things (IOT) Based Wearables for Healthcare of Older Adults–a Behavioural Reasoning Theory (BRT) Approach. J. Enabl. Technol. 2018, 12, 169–185.
Pillai, R.; Sivathanu, B. An Empirical Study on the Adoption of M-Learning Apps Among IT/ITeS Employees. Interact. Technol. Smart Educ. 2018, 15, 182–204.
Gupta, A.; Arora, N. Understanding Determinants and Barriers of Mobile Shopping Adoption Using Behavioral Reasoning Theory. J. Retail. Consum. Serv. 2017, 36, 1–7.
Gupta, A.; Arora, N. Consumer Adoption of M-Banking: A Behavioral Reasoning Theory Perspective. Int. J. Bank Mark. 2017, 35, 733–747.
Claudy, M.C.; Garcia, R.; O’Driscoll, A. Consumer Resistance to Innovation—A Behavioral Reasoning Perspective. J. Acad. Mark. Sci. 2015, 43, 528–544.
Claudy, M.C.; Peterson, M. Understanding the Underutilization of Urban Bicycle Commuting: A Behavioral Reasoning Perspective. J. Public Policy Mark. 2014, 33, 173–187.
Ryan, J.; Casidy, R. The Role of Brand Reputation in Organic Food Consumption: A Behavioral Reasoning Perspective. J. Retail. Consum. Serv. 2018, 41, 239–247.
Wu, A.D.; Zumbo, B.D. Understanding and Using Mediators and Moderators. Soc. Indic. Res. 2008, 87, 367–392.
Kraemer, H.C.; Kiernan, M.; Essex, M.; Kupfer, D.J. How and Why Criteria Defining Moderators and Mediators Differ Between the Baron and Kenny & MacArthur Approaches. Health Psychol. 2008, 27, 101–108.
Danziger, P.N. Let Them Eat Cake: Marketing Luxury to the Masses—As Well as the Classes; Dearborn Trading Publishing: Chicago, IL, USA, 2005.
Brun, A.; Castelli, C. The Nature of Luxury: A Consumer Perspective. Int. J. Retail. Distrib. Manag. 2013, 41, 823–847.
Wiedmann, K.P.; Hennigs, N.; Siebels, A. Value-Based Segmentation of Luxury Consumption Behavior. Psychol. Mark. 2009, 26, 625–651.
Vigneron, F.; Johnson, L.W. Measuring Perceptions of Brand Luxury. J. Brand Manag. 2004, 11, 484–506.
Vickers, J.S.; Renand, F. The Marketing of Luxury Goods: An Exploratory Study Three Conceptual Dimensions. Mark. Rev. 2003, 3, 459–478.
O’Cass, A.; McEwen, H. Exploring Consumer Status and Conspicuous Consumption. J. Consum. Behav. 2004, 4, 25–39.
Tynan, C.; McKechnie, S.; Chhuon, C. Co-Creating Value for Luxury Brands. J. Bus. Res. 2010, 63, 1156–1163.
Kharas, H.; Gertz, G. The New Global Middle Class: A Cross-over from West to East. In China’s Emerging Middle Class: Beyond Economic Transformation; Li, C., Ed.; Brookings Institution: Washington, DC, USA, 2010.
Beinhocker, E.D. Tracking the Growth of India’s Middle Class. McKinsey Q. 2007, 3, 51–61.
Farrell, D.; Gersch, U.A.; Stephenson, E. The Value of China’s Emerging Middle Class. McKinsey Q. 2006, 2, 60–69.
Eckhardt, G.M.; Belk, R.W.; Wilson, J.A.J. The Rise of Inconspicuous Consumption. J. Mark. Manag. 2015, 31, 807–826.
Truong, Y.; McColl, R.; Kitchen, P.J. New Luxury Brand Positioning and the Emergence of Masstige Brands. J. Brand Manag. 2009, 16, 375–382.
Chatterjee, S.; Chaudhuri, R.; Vrontis, D. Masstige Marketing: An Empirical Study of Consumer Perception and Product Attributes with Moderating Role of Status, Emotion, and Pride. J. Bus. Res. 2023, 155, 113401.
Rosendo-Rios, V.; Shukla, P. When Luxury Democratizes: Exploring the Effects of Luxury Democratization, Hedonic Value and Instrumental Self-Presentation on Traditional Luxury Consumers’ Behavioral Intentions. J. Bus. Res. 2023, 155, 113448.
Kotler, P.; Keller, K. Marketing Management, 14th ed.; Pearson-PrenticeHall: Upper Saddle River, NJ, USA, 2012.
Silverstein, M.J.; Fisk, N. Luxury for the Masses. Harv. Bus. Rev. 2003, 81, 48–58.
Ko, E.; Sung, H. “Trading Up”: A Consumption Value Approach. In Advances in International Marketing; Emerald Group Publishing Limited: Bingley, UK, 2007; pp. 115–137.
Paul, J. Toward a ‘Masstige ’ Theory and Strategy for Marketing. Eur. J. Int. Manag. 2018, 12, 722–745.
Paul, J. Masstige Model and Measure for Brand Management. Eur. Manag. J. 2019, 37, 299–312.
Hwang, J.; Kandampully, J. The Role of Emotional Aspects in Younger Consumer-Brand Relationships. J. Prod. Brand Manag. 2012, 21, 98–108.
Kapferer, J.N.; Laurent, G. Where Do Consumers Think Luxury Begins? A Study of Perceived Minimum Price for 21 Luxury Goods in 7 Countries. J. Bus. Res. 2016, 69, 332–340.
Austria, E.; Peralta, A.G.; Dacara, B.C. Analyzing Consumer Behavior Towards Luxury Jewelry Brands. J. Bus. Manag. Stud. 2022, 4, 76–90.
Jaggi, S.; Nim, D. Brand Association in Jewellery Segment: Scale Development and Validation. Int. J. Appl. Manag. Sci. 2020, 12, 309–323.
Paul, J. Masstige Marketing Redefined and Mapped. Mark. Intell. Plan. 2015, 33, 691–706.
Amatulli, C.; Guido, G. Determinants of Purchasing Intention for Fashion Luxury Goods in the Italian Market: A Laddering Approach. J. Fash. Mark. Manag. 2011, 15, 123–136.
Kim, J.E.; Lloyd, S.; Adebeshin, K.; Kang, J.Y.M. Decoding Fashion Advertising Symbolism in Masstige and Luxury Brands. J. Fash. Mark. Manag. 2019, 23, 277–295.
Zhang, L.; Cude, B.J.; Zhao, H. Determinants of Chinese Consumers’ Purchase Intentions for Luxury Goods. Int. J. Mark. Res. 2020, 62, 369–385.
Dhaliwal, A.; Singh, D.P.; Paul, J. The Consumer Behavior of Luxury Goods: A Review and Research Agenda. J. Strateg. Mark. 2020, 1–27.
Berthon, P.; Pitt, L.; Parent, M.; Berthon, J. Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand. Calif. Manag. Rev. 2009, 52, 45–66.
Ghimire, K.; Stenberg, P.D.E.; Mumford, M.S.J. The Importance of Customer Value and Luxury Value Perception: Implications For Masstige Luxury Brands. Master’s Thesis, University of Turku, Turku, Finland, 2018.
Woodruff, R.B. Customer Value: The next Source for Competitive Advantage; ABI/INFORM Complete: San Marcos, CA, USA, 1997; Volume 25.
Jamal, A.; Goode, M. Consumers’ Product Evaluation: A Study of the Primary Evaluative Criteria in the Precious Jewellery Market in the UK. J. Consum. Behav. Int. Res. Rev. 2001, 1, 140–155.
Zhan, L.; He, Y. Understanding Luxury Consumption in China: Consumer Perceptions of Best-Known Brands. J. Bus. Res. 2012, 65, 1452–1460.
Loureiro, S.M.C.; de Araújo, C.M.B. Luxury Values and Experience as Drivers for Consumers to Recommend and Pay More. J. Retail. Consum. Serv. 2014, 21, 394–400.
Hennigs, N.; Wiedmann, K.P.; Klarmann, C.; Behrens, S. The Complexity of Value in the Luxury Industry/From Consumers’ Individual Value Perception to Luxury Consumption. Int. J. Retail. Distrib. Manag. 2015, 43, 922–939.
Riley, F.D.; Pina, J.M.; Bravo, R. The Role of Perceived Value in Vertical Brand Extensions of Luxury and Premium Brands. J. Mark. Manag. 2015, 31, 881–913.
Mason, M.C.; Moretti, A.; Raggiotto, F. Service Quality, Behavioural Intentions and Lipstick Effect. Evidence from a Masstige Context; Franco Angeli: Milan, Italy, 2017; No. 2, pp. 1–27.
Loureiro, S.M.C.; Maximiano, M.; Panchapakesan, P. Engaging Fashion Consumers in Social Media: The Case of Luxury Brands. Int. J. Fash. Des. Technol. Educ. 2018, 11, 310–321.

© Text is available under the terms and conditions of the Creative Commons Attribution (CC BY) license; additional terms may apply. By using this site, you agree to the Terms and Conditions and Privacy Policy.

Upload a video for this entry

Information

Subjects: Business

Contributors MDPI registered users' name will be linked to their SciProfiles pages. To register with us, please refer to https://encyclopedia.pub/register :

Ayse Sedef Uluturk

Umut Asan

View Times: 167

Update Date: 07 Feb 2024

Table of Contents

Video Upload Options

Confirm