Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity
Year of publication: |
2021
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Authors: | Muniz, Fernanda ; Guzman, Francisco |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 3, p. 347-358
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Subject: | Corporate social responsibility | Luxury brand | Celebrity endorsement | Brand leveraging | Brand equity | Luxusgüter | Luxury goods | Corporate Social Responsibility | Markenführung | Brand management | Celebrity-Werbung | Markenimage | Brand image |
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