Conceptualising Brand Charisma
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Hatton-Jones, S. and Teah, H.M. and Phau, Y.I. 2017. Conceptualising Brand Charisma. In Proceedings of 2017 Global Fashion Management Conference, 6-9 July, 2017 Vienna, Austria.
2017 Global Fashion Management Conference
Faculty of Business and Law
School of Marketing
The conceptualisation of brand charisma is multi-disciplinary, using luxury branding context. This research adds value by making significant contributions by extending and building theory; holds managerial implications for policymakers and brand managers in shaping and communicating brand charisma; additionally to develop a research framework and scale to measure brand charisma.
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