CONCEPTUALISING BRAND CHARISMA
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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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Hatton-Jones, Siobhan (2019)The purpose of this study is to conceptualise the term ‘luxury brand charisma’, and thus provide a working definition and identify key themes and sub themes that can be used to inform the secondary stage of this research, ...
Hatton-Jones, Siobhan (2020)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 ...
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)Introduction, aims and objectives City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ ...