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1. 1. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
   Keywords : Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

   Abstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE