Michel Phan

East China Normal University (ECNU)

North Zhongshan Road Campus

3663 N. Zhongshan Rd.

Shanghai , 200062

China

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Personality-Driven Luxury Brand Management

Journal of Brand Management, Vol. 25, Issue 5, 2018
Number of pages: 14 Posted: 17 Sep 2018
East China Normal University (ECNU) - School of Business, ESC Rennes School of Business, Harvard University - Business School (HBS) and East China Normal University (ECNU)
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Abstract:

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Luxury branding, Brand identity, Brand personality, Anthropomorphization