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Online brand image, luxury value perception and brand equity

Brand image generates value for luxury companies and helps build long term brand equity. Many luxury brand companies nowadays adopt mass marketing approach with embedding luxury code to prevent their prestige brand image from being diluted. It is crucial for marketers, against a background of online...

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Bibliographic Details
Main Authors:	Wang, Fei, Wong, Chee Hoo, Ng, Alex, Hou Hong, Lim, Kim Yew
Format:	Article
Language:	English
Published:	INTI International University 2019
Subjects:	H Social Sciences (General)
Online Access:	http://eprints.intimal.edu.my/1274/ http://eprints.intimal.edu.my/1274/1/ij2019_01.pdf

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