Putting the person back in person-brands : understanding and managing the two-bodied brand
Year of publication: |
2019
|
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Authors: | Fournier, Susan ; Eckhardt, Giana M. |
Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 56.2019, 4, p. 602-619
|
Subject: | branding | brand management | brand risk | brand strength | celebrity brands | human brands | person-brands | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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