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Conceptualising Brand Charisma

The conceptualisation of brand charisma is multi-disciplinary, using luxury branding context. This research adds value by making significant contributions by extending and building theory; holds managerial implications for policymakers and brand managers in shaping and communicating brand charism...

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Bibliographic Details
Main Authors:	Hatton-Jones, Siobhan, Teah, Hui Min, Phau, Yong Ian
Format:	Conference Paper
Published:	2017
Online Access:	http://hdl.handle.net/20.500.11937/80093

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