Talent or popularity : what drives market value and brand image for human brands?
Year of publication: |
2021
|
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Authors: | Hofmann, Julian ; Schnittka, Oliver ; Johnen, Marius ; Kottemann, Pascal |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 124.2021, p. 748-758
|
Subject: | Brand image | Human brands | Market value | Superstars | Markenimage | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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