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Export Reference (APA) 
Santos, J. F., Bilro, R.G. & Loureiro, S. M. C. (2019). Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands. In 2019 Global Fashion Management Conference at Paris Proceedings. (pp. 810-811). Paris: Global Alliance of Marketing and Management Associations.
Export Reference (IEEE) 
J. F. Santos et al.,  "Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands", in 2019 Global Fashion Management Conf. at Paris Proc., Paris, Global Alliance of Marketing and Management Associations, 2019, pp. 810-811
Export BibTeX 
@inproceedings{santos2019_1764936178046,
	author = "Santos, J. F. and Bilro, R.G. and Loureiro, S. M. C.",
	title = "Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands",
	booktitle = "2019 Global Fashion Management Conference at Paris Proceedings",
	year = "2019",
	editor = "",
	volume = "",
	number = "",
	series = "",
	doi = "10.15444/GFMC2019.08.03",
	pages = "810-811",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Paris",
	organization = "GAMMA",
	url = "http://gfmcproceedings.net/html/sub3_01.html"
}
Export RIS 
TY  - CPAPER
TI  - Analysing the impact of massclusivity campaigns on luxury and mass-market fashion brands
T2  - 2019 Global Fashion Management Conference at Paris Proceedings
AU  - Santos, J. F.
AU  - Bilro, R.G.
AU  - Loureiro, S. M. C.
PY  - 2019
SP  - 810-811
DO  - 10.15444/GFMC2019.08.03
CY  - Paris
UR  - http://gfmcproceedings.net/html/sub3_01.html
AB  - The current research aims to explore the impact of Massclusivity campaigns (massive
and exclusive) (Brogi et al., 2009; Silverstein and Fiske, 2003) on the brand love of online
brand communities. In this sense, this study comprises (i) the analysis of the meaning
and perception of luxury, (ii) the marketplace associated to luxury – with a focus on the
fashion consumption segment, (iii) and the impact of trends such as digital luxury and
Massclusivity. We intend to explore the dynamics of the selected market based on the
core of relationship marketing concepts, brand love, brand communities and consumerbrand relationship. 
ER  -