Luxury Brand Charisma
This research developed a scale to measure luxury brand charisma, by advancing the known research about the specific phenomenon of charisma into a luxury marketing and branding context. The development of the scale demonstrated the advanced use of qualitative and quantitative skills required to succ...
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| Format: | Thesis |
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Curtin University
2020
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| Online Access: | http://hdl.handle.net/20.500.11937/79766 |