Talent or popularity : what drives market value and brand image for human brands?
Julian Hofmann, Oliver Schnittka, Marius Johnen, Pascal Kottemann
| Year of publication: |
2021
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|---|---|
| Authors: | Hofmann, Julian ; Schnittka, Oliver ; Johnen, Marius ; Kottemann, Pascal |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 124.2021, p. 748-758
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| Subject: | Brand image | Human brands | Market value | Superstars | Markenimage | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.03.045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494015