The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level
Congruence between consumer, brand and store personality in luxury sector: the results of an international research / R. Donvito; G. Aiello; B. Godey; D. Pederzoli; K-P. Wiedmann; N. Hennigs; C. Klarmann; P. Chan; C. Halliburton. - ELETTRONICO. - (2013), pp. 1-22. (Intervento presentato al convegno 12nd International Marketing Trends Conference tenutosi a Paris nel January 17-19 - 2013).
Congruence between consumer, brand and store personality in luxury sector: the results of an international research
DONVITO, RAFFAELE;AIELLO, GAETANO;
2013
Abstract
The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level
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