Huan Chen

University of Florida

PO Box 117165, 201 Stuzin Hall

Gainesville, FL 32610-0496

United States

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Connecting or Disconnecting: Luxury Branding on Social Media and Affluent Chinese Female Consumers’ Interpretations

Journal of Brand Management, Vol. 24, Issue 6, 2017
Number of pages: 13 Posted: 02 Jun 2018
Huan Chen and Ye Wang
University of Florida and University of Missouri at Kansas City
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Abstract:

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Luxury brand advertising, Luxury branding, Social media, Mobile advertising, Consumer engagement