Success factors for the implementation of an intended brand personality: conceptual framework and insights from the Swiss luxury industry

Hoyer W, Krohmer H, Lobschat L



Publication type
Chapter in Book

Peer reviewed
Yes

Publication status
Published

Year
2015

Book title
Strong Brands, Strong Relationships

Editor
Fournier S, Breazeale M, Avery J

Start page
330

End page
342

Pages range
330-342

Edition
1

Publisher
Routledge

Place
London

ISBN
9781317662358

DOI