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
Research article (book contribution) | Peer reviewedDetails about the publication
Publisher: Fournier S, Breazeale M, Avery J
Book title: Strong Brands, Strong Relationships
Page range: 330-342
Publishing company: Routledge
Place of publication: London
Edition: 1
Status: Published
Release year: 2015
Language in which the publication is written: English
ISBN: 9781317662358
Authors from the University of Münster
| Hoyer, Wayne | Lehrbeauftragte im Fachbereich 04 - Wirtschaftswissenschaftliche Fakultät |
| Lobschat, Lara | Junior professorship for marketing (Prof. Lobschat) |