Monetary discounts, metaphoric communication and mass prestige based branding : a comprehensive assessment
Manish Das, Charles Jebarajakirthy, Balaji MS, Victor Saha, Mrinal Kanti Paul, and Achchuthan Sivapalan
| Year of publication: |
2024
|
|---|---|
| Authors: | Das, Manish ; Jebarajakirthy, Charles ; M. S., Balaji ; Saha, Victor ; Paul, Mrinal Kanti ; Sivapalan, Achchuthan |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 10, p. 2319-2357
|
| Subject: | Luxury | Masstige | Metaphor | Need for cognition | Price discount | Social status | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Sozialer Status | Kognition | Cognition | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-08-2022-0584 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015198421