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Consumer Planned Behavior Theory and its Application in Luxury Marketing Management

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DOI: 10.23977/FEMS2020.017


Yukun Cao, Huang Huang, Kaitao Wu, Yuhang Yang

Corresponding Author

Yukun Cao


In the past, the purchase of luxury goods was only a privilege of a few people, and it was the wealthy. However, with the development of the economy and the change of times and cultures, people's attitudes towards luxury goods have also changed. Consumption upgrade has become a universal phenomenon globally. This article proposes a consumer behavior theory Luxury marketing strategy.


Consumer behavior, luxury goods, marketing management

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