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On The Future Of Fetish/ Affective Value

Research Article

Author(s): Shin’ya NAGASAWA*

Published: August 02, 2019     DOI: 10.33552/JTSFT.2019.03.000564

Abstract: This Paper Describes Our Research On The Future Of Fetish Value And Affective/Kansei Value Such As Relation Between Affective/Kansei Value And Fetish Value Of Karl Marx, Reasons Why Regular Brands Do Not Apply Affective/Kansei Value, Reasons Why Japanese Brands Do Not Use Fetish Value And Affective/Kansei Value In Marketing, Pursuing The Luxury Strategy, And Importance Of The Luxury Strategy.

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