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Proceedings of the International Conference on Transformations and Innovations in Management
This paper draws attention to the question of brand authenticity of luxury products when consumers shopping online. Illustrations from most of the luxury brands show that marketers control the ways and timing of the marketing information dissemination process. Attributes of a luxury product, for example, material, craftsmanship, innovation, and design, are experienced by consumers under the strict control of marketers through the offline sales and marketing channels (Uche Okonkwo, 2007).doi:10.2991/ictim-17.2017.40 fatcat:uzyg3amjajdatbkdgtyr7e7qte