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    Expressing passion for luxury enhances perceived authenticity by Jung, SungJin, Chen, Charlene Yijun, Yap, Andy

    Published 2024
    “…Our pilot studies suggest that although many consumers are passionate about luxury products and brands, they avoid sharing this passion with others because they fear being judged negatively. However, we propose that publicly expressing one's passion for luxury can mitigate the social costs of luxury consumption. …”
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    Journal Article
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