Open Access Review Article

On the Future of Fetish/ Affective Value


Graduate School of Business and Finance, Waseda University Tokyo, Japan

Corresponding Author

Received Date: July 26, 2019;  Published Date: August 02, 2019


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

Keywords: Fetish value; Affective/Kansei value; The luxury strategy

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