Luxury fashion brands : the impact of embodied imagery on brand responses
Brand imagery is composed of user and usage imagery. User imagery describes the user of the brand with personality traits while usage imagery describes the context in which to use the brand. The traditional use of personality traits to portray the brand user has been with imagery that has a static q...
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2003
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| Online Access: | http://spectrum.library.concordia.ca/2248/1/MQ83959.pdf Sotiropoulos, Veneta <http://spectrum.library.concordia.ca/view/creators/Sotiropoulos=3AVeneta=3A=3A.html> (2003) Luxury fashion brands : the impact of embodied imagery on brand responses. Masters thesis, Concordia University. |