Qualitative analysis of luxury brand charisma
The purpose of this study is to conceptualise the term ‘luxury brand charisma’, and thus provide a working definition and identify key themes and sub themes that can be used to inform the secondary stage of this research, being scale development. The research paradigm chosen was pragmatic as this st...
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| Format: | Conference Paper |
| Language: | English |
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2019
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| Online Access: | http://file.hanrimwon.com/ksms/ksms2019/pdf/02.07.02.pdf http://hdl.handle.net/20.500.11937/77351 |