Adomaitis, Alyssa Dana; Saiki, Diana - In: Journal of Fashion Marketing and Management: An … 23 (2019) 4, pp. 572-586
Purpose: The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands. Design/methodology/approach: To determine the identity of the company a “personality traits” scale by Geurens et al....