Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand

This article provides insight into the management of brands that are also people by unpacking the interdependencies that exist between people and brands and focusing on the qualities that make person-brands human rather than on the qualities that make them brands. Using the extended case method to e...

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Veröffentlicht in:	Journal of marketing research 2019-08, Vol.56 (4), p.602-619
Hauptverfasser:	Fournier, Susan, Eckhardt, Giana M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Marketing
Online-Zugang:	Volltext
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