Lovemarks Drivers Effect on Luxury Fashion Brands Emotional Attachment
Fatma Ali,
Hala M. Labib Enaba
Abstract:This research endeavors to investigate the effect of lovemarks on luxury fashion consumer decision-making in Egypt, examining its implications on the international competitive posture of Egyptian luxury firms. It seeks to bridge a significant research gap in the understanding of luxury consumer behavior in Egypt, particularly against the backdrop of global luxury market transformations. The study's objectives encompass the analysis of critical lovemarks drivers effecting luxury purchases and the exploration of… Show more
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