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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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Bibliographic Details
Main Author:	Hatton-Jones, Siobhan
Format:	Thesis
Published:	Curtin University 2020
Online Access:	http://hdl.handle.net/20.500.11937/79766

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