Conceptualising Brand Charisma
Access Status
Open access via publisher
Authors
Hatton-Jones, Siobhan
Teah, Hui Min
Phau, Yong Ian
Date
2017Type
Conference Paper
Metadata
Show full item recordCitation
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.
Source Conference
2017 Global Fashion Management Conference
Faculty
Faculty of Business and Law
School
School of Marketing
Collection
Abstract
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.