Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity
Fernanda Muniz, Francisco Guzmán
| Year of publication: |
2021
|
|---|---|
| Authors: | Muniz, Fernanda ; Guzman, Francisco |
| Subject: | Corporate social responsibility | Luxury brand | Celebrity endorsement | Brand leveraging | Brand equity | Corporate Social Responsibility | Markenführung | Brand management | Celebrity-Werbung | Luxusgüter | Luxury goods | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Firmenimage | Corporate reputation | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-021-00230-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012550306