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The impact of brand penetration and awareness on luxury brand desirability:

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  1. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
  2. Wang, Zi & Yuan, Ruizhi & Luo, Jun & Liu, Martin J., 2022. "Redefining “masstige” luxury consumption in the post-COVID era," Journal of Business Research, Elsevier, vol. 143(C), pages 239-254.
  3. Kilsheimer Eastman, Jacqueline & Iyer, Rajesh & Babin, Barry, 2022. "Luxury not for the masses: Measuring inconspicuous luxury motivations," Journal of Business Research, Elsevier, vol. 145(C), pages 509-523.
  4. Massoud Moslehpour & Ka Yin Chau & Alaleh Dadvari & Ben-Roy Do & Victoria Seitz, 2019. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
  5. Leo Sleuwaegen & Peter M. Smith, 2022. "Who purchases cross-border? Individual and country level determinants of the decision to purchase cross-border in the European Single Market," Electronic Commerce Research, Springer, vol. 22(3), pages 749-785, September.
  6. Shukla, Paurav & Rosendo-Rios, Veronica & Khalifa, Dina, 2022. "Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 139(C), pages 782-793.
  7. Rizwan Raheem Ahmed & Erum Zahoor Zaidi & Syed Hasnain Alam & Dalia Streimikiene & Vishnu Parmar, 2023. "Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(62), pages 265-265, February.
  8. Loureiro, Sandra Maria Correia & de Plaza, Maria Alejandra Pinero & Taghian, Mehdi, 2020. "The effect of benign and malicious envies on desire to buy luxury fashion items," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
  9. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
  10. Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
  11. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
  12. Víctor Temprano-García & Ana Isabel Rodríguez-Escudero & Javier Rodríguez-Pinto, 2020. "Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 211-226, March.
  13. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers," Journal of Business Research, Elsevier, vol. 156(C).
  14. Shukla, Paurav & Rosendo-Rios, Veronica, 2021. "Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets," International Business Review, Elsevier, vol. 30(1).
  15. 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).
  16. Rémi Evrard & Laure Lavorata, 2018. "Digital et luxe : quels impacts sur l'expérience client et le capital-marque? Une revue de littérature," Post-Print hal-02737839, HAL.
  17. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
  18. Martina Morando & Silvia Platania, 2022. "Luxury Tourism Consumption in the Accommodation Sector: The Mediation Role of Destination Brand Love for Potential Tourists," Sustainability, MDPI, vol. 14(7), pages 1-18, March.
  19. Francesco Massara & Daniele Porcheddu & Robert D. Melara, 2019. "Luxury brands pursuing lifestyle positioning: effects on willingness to pay," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 291-303, May.
  20. Bahri-Ammari, Nedra & Coulibaly, Daouda & Ben Mimoun, Mohamed Slim, 2020. "The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
  21. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
  22. Rajeev Batra & S. Arunachalam & Nancy Y. C. Wong & Michael S. W. Lee, 2024. "Unpacking collective materialism: how values shape consumption in seven Asian markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(3), pages 361-375, April.
  23. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions," Journal of Business Research, Elsevier, vol. 155(PB).
  24. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
  25. Karatzas, Stelios & Kapoulas, Alexandros & Priporas, Constantinos Vasilios, 2019. "Consumers' perceptions on complexity and prospects of ethical luxury: Qualitative insights from Taiwan," Australasian marketing journal, Elsevier, vol. 27(4), pages 224-232.
  26. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
  27. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.
  28. Li, Fajin & Cheng-Xi Aw, Eugene & Wei-Han Tan, Garry & Cham, Tat-Huei & Ooi, Keng-Boon, 2022. "The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
  29. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
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