Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity
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DOI: 10.1057/s41262-021-00230-0
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Cited by:
- Quamina, La Toya & Xue, Melanie Tao & Chawdhary, Rahul, 2023. "‘Co-branding as a masstige strategy for luxury brands: Desirable or not?," Journal of Business Research, Elsevier, vol. 158(C).
- Hemant C. Sashittal & Avan R. Jassawalla & Ruchika Sachdeva, 2023. "The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 245-260, May.
- Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
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Keywords
Corporate social responsibility; Luxury brand; Celebrity endorsement; Brand leveraging; Brand equity;All these keywords.
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