Personality-driven luxury brand management
Klaus Heine, Glyn Atwal, Sandrine Crener-Ricard, Michel Phan
| Year of publication: |
September 2018
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|---|---|
| Authors: | Heine, Klaus ; Atwal, Glyn ; Crener-Ricard, Sandrine ; Phan, Michel |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 25.2018, 5, p. 474-487
|
| Subject: | Luxury branding | Brand identity | Brand personality | Anthropomorphization | Luxusgüter | Luxury goods | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-0090-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011919451