How to Position Brands to Attract Narcissistic Consumers: Authentic versus Aspirational Branding

Wittwer, Dimitri; Nyffenegger, Bettina; Malär, Lucia; Krohmer, Harley (2011). How to Position Brands to Attract Narcissistic Consumers: Authentic versus Aspirational Branding. In: Proceedings of the 40th EMAC Conference, 24.-27.5.2011, Ljubljana, Slovenia. Brüssel: European Marketing Academy

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Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing
UniBE Contributor:	Wittwer, Dimitri, Nyffenegger, Bettina, Malär, Lucia Andrea, Krohmer, Harley
Publisher:	European Marketing Academy
Language:	English
Submitter:	Factscience Import
Date Deposited:	04 Oct 2013 14:34
Last Modified:	02 Mar 2023 23:21
URI:	https://boris.unibe.ch/id/eprint/13679 (FactScience: 220276)