Browsing Journal Articles by Author "Soni, Mauli"
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From silos to synergies: a systematic review of luxury in marketing research
Sharma, Amalesh; Soni, Mauli; Borah, Sourav Bikash; Haque, Tanjum (Elsevier, 2021-10-25)The significant growth of luxury products and services and their marketing in the last three decades has fueled substantial research interest among scholars and practitioners investigating the various aspects of luxury. ... -
Identifying the drivers of luxury brand sales in emerging markets: an exploratory study
Sharma, Amalesh; Soni, Mauli; Borah, Sourav; Saboo, Alok R. (Journal of Business Research, 2020)Luxury brands across the globe have made inroads into emerging markets (EM). While some brands have succeeded in one EM, they have failed to replicate their success in others. We investigate the drivers of luxury brand ...