“You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands

Volume: 117, Pages: 529 - 542
Published: Sep 1, 2020
Abstract
null null In light of the growing concern about brand dilution of luxury brands on social media, the purpose of this research was to examine the impact of brand-consumer engagement on value perceptions of luxury fashion brands within the context of social media marketing. The result of Study 1 demonstrated that luxury brands were inherently psychologically distant than mainstream brands. The results of Study 2 and Study 3 showed that a luxury...
Paper Details
Title
“You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands
Published Date
Sep 1, 2020
Volume
117
Pages
529 - 542
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