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    Luxury Brand Charisma

    Hatton-Jones S 2020.pdf (8.446Mb)
    Access Status
    Open access
    Authors
    Hatton-Jones, Siobhan
    Date
    2020
    Supervisor
    Hui Min Teah
    Yong Phau
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/79766
    Collection
    • Curtin Theses
    Abstract

    This research developed a scale to measure luxury brand charisma, by advancing the known research about the specific phenomenon of charisma into a luxury marketing and branding context. The development of the scale demonstrated the advanced use of qualitative and quantitative skills required to successfully conduct the research design, from concept. This research provides significant advancement to the theory and body of knowledge; in addition to the management and strategy decisions of luxury brand managers.

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