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Luxury Brands by yinhaoyang26 is a document available to read on EtoBox.

What is Luxury Brands about?

The article examines the drivers and outcomes of consumer engagement with luxury brands on Instagram, highlighting the importance of social media in brand management. It identifies Consumer Involvement and Brand Self-Expressiveness as significant factors influencing engagement, which in turn affects Brand Image and Loyalty. The study extends existing models of consumer engagement to better fit the luxury brand context, providing valuable insights for both theory and practice in luxury marketing.

Author

yinhaoyang26

Language

EN