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
Research article (book contribution)
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
Edition
1
Publisher
Routledge
Place
London
Language
English
ISBN
9781317662358
DOI