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Zero as a Special Price: The True Value of Free Products

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Zero as a Special Price: The True Value of Free Products

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Inspired by the work of Dubois and Laurent (1994), Leibenstein (1950), Mason (1992), Kapferer (1998), Eastman et al. (1999) Phau and Prendergast (2000), and Dubois et al. (2001) on the evaluation of luxury brands, Vigneron and Johnson (2004) developed a framework of ‗brand luxury index‘ proposing that the luxury-seeking consumer‘s decision-making process can be explained by five main factors that form a semantic network. Including personal perceptions (perceived extended self, perceived hedonism), as well as the more usual non-personal perceptions (perceived conspicuousness, perceived uniqueness, perceived quality), Vigneron and Johnson reviewed the latent structure of and the interrelations among...

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