KOREASCHOLAR

NAVIGATING BRAND DESIRABILITY IN THE AFTERMATH OF A SCANDAL: A CASE STUDY OF LOUIS VUITTON IN THE CHINESE MARKET

Olamide Akintimehin, Sean Lee, Awele Achi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/434547
Download
Global Fashion Management Conference
2024 Global Fashion Management Conference at Milan (2024.07)
p.443
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand commitmentbrand desirabilitycelebrity scandalluxuryresilience to negative information
Author
  • Awele Achi(Brunel University)
  • Sean Lee(Curtin University)
  • Olamide Akintimehin(The Open University)