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How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper

Kauppinen-Räisänen, Hannele; Björk, Peter; Lönnström, Alexandra; Jauffret, Marie-Nathalie (Elsevier, 01.03.2018)
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This study theorizes and tests the effects of consumers' personality and social traits on preferences for brand prominence, and it explores the mediating effects of gender and culture. It focuses on how consumers' need for ...