Sophisticated, iconic and magical: A qualitative analysis of brand charisma
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DOI: 10.1016/j.jretconser.2019.03.011
Abstract: Abstract Despite the breadth of research examining charismatic leadership in the psychology and management literature, research on charisma and its relationship to brands has remained scant. This is due in part to the lack of… read more here.
Keywords: iconic magical; charisma; brand charisma; sophisticated iconic ... See more keywords