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The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?
Greenberg, Daria; Ehrensperger Elena; Schulte-Mecklenbeck, Michael; Hoyer, Wayne D; John, Zhang Z
; et al.
Journal of Brand Management; London Vol. 27, Iss. 2, (Mar 2020): 195-210.
DOI:10.1057/s41262-019-00175-5

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