In the lap of luxury: Consumer conversation concerning online advertisements of luxury brands
While branding is an area that is extensively studied in the marketing literature, there is a noticeable lack of attention to the study of luxury brands, and even more so from an online perspective. In this exploratory study, we make use of the content analysis software Leximancer to comprehend the...
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| Format: | Article |
| Language: | English |
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AOSIS
2011-06-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/492 |