KOREASCHOLAR

THE EFFECTS OF LUXURY BRAND SALES PROMOTIONS ON CONSUMER INTRINSIC MOTIVATION AND BRAND PERCEPTION: THE MODERATING ROLES OF SELF-MONITORING AND BRAND GENDER

Jung-Gyo Lee, Luyao Shen, Jang Ho Moon
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442462
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.321-325
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Author
  • Jung-Gyo Lee(Kyunghee University, Republic of Korea)
  • Jang Ho Moon(Sookmyung Women's University, Republic of Korea)
  • Luyao Shen(Kyunghee University, China)