Consumer personality and bandwagon consumption behaviour
Scholars recently acknowledged the emergence of a 'new luxury' category of products and brands that are attainable to a larger group of consumers whilst having luxury connotations of prestige. New luxuries that seduce the masses, termed "masstige" (Silverstein & Fiske, 2003)...
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| Format: | Others |
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Auckland University of Technology,
2014-09-11T00:29:35Z.
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| Online Access: | Get fulltext |