Success factors for the implementation of an intended brand personality : conceptual framework and insights from the Swiss lurxury industry
Year of publication: |
2015
|
---|---|
Authors: | Hoyer, Wayne D. ; Krohmer, Harley ; Lobschat, Lara |
Published in: |
Strong brands, strong relationships. - London : Routledge, ISBN 978-1-138-78683-7. - 2015, p. 330-342
|
Subject: | Markenimage | Brand image | Kundenbindung | Customer retention | Erfolgsfaktor | Success factor | Luxusgüter | Luxury goods | Schweiz | Switzerland |
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