Should luxury brands display their logos prominently? : implications for brand authenticity, coolness and behavioral intentions
Year of publication: |
2024
|
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Authors: | Shukla, Paurav ; Cakici, N. Meltem ; Khalifa, Dina |
Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 1, p. 290-312
|
Subject: | Brand authenticity | Brand coolness | Brand prominence | Branding | Luxury | Self-brand connection | Markenführung | Brand management | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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