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Andrea Semprini extended the Greimas LUXURY BRAND MANAGEMENT

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Andrea Semprini extended the
Greimas Square, which helps in
marketers understand luxury
consumption values better.
S1 S2
~S1~S2 S
S
Contrary
Implicatory
Contradictory
S1 positive seme
S2 negative seme
S complex axis (S1+S2)
~S neutral axis (neither S1 nor S2)

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