Persona-fied brands : managing branded persons through persona
Delphine Dion and Eric Arnould
| Year of publication: |
February 2016
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|---|---|
| Authors: | Dion, Delphine ; Arnould, Eric J. |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 1/2, p. 121-148
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| Subject: | Brand personification | performativity | persona | human brand | retail experience | luxury | restaurant | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Luxusgüter | Luxury goods | Gastronomie | Restaurant industry | Markenartikel | Brand | Einzelhandel | Retail trade | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2015.1096818 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011438600