LAUSR

Using brand alliances with artists to expand retail brand personality

Sign Up to like & get
recommendations!
1 Published in 2017 at "Journal of Business Research"

DOI: 10.1016/j.jbusres.2017.10.020

Abstract: Abstract Fashion retailers are increasingly entering into brand alliances with visual artists, but the conditions under which such alliances are most effective are not clear. Drawing on brand personality and implicit personality theory, we used… read more here.

Keywords: brand personality; brand alliances; retail brand; brand ... See more keywords