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Purpose: The article explores the grounds of possible interrelations of snob and bandwagon consumers' inclinations in the luxury fashion sector. The reason to investigate this comes from the growth of inconsistent evidence among analyses of this subject. Consumers' perception of luxury goods seems not only compound but also quite ambiguous at the same time. One of its reasons may be the wrong assumption that snob and bandwagon inclinations are opposite trends that cannot co-exist amongdoi:10.7206/jmba.ce.2450-7814.220 fatcat:dpccut5pzvbrziv5y7sgsvazii