Brand personality and sexuality levels of luxury advertisements
Purpose: The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands. Design/methodology/approach: To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was u...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |