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

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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

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/434547

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Global Fashion Management Conference

2024 Global Fashion Management Conference at Milan (2024.07)
p.443

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

brand commitment brand desirability celebrity scandal luxury resilience to negative information

저자

Olamide Akintimehin(The Open University)
Sean Lee(Curtin University)
Awele Achi(Brunel University)

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