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 and Krohmer, Harley

Publisher:

European Marketing Academy

Language:

English

Submitter:

Factscience Import

Date Deposited:

04 Oct 2013 14:34

Last Modified:

06 Dec 2013 13:35

URI:

https://boris.unibe.ch/id/eprint/13679 (FactScience: 220276)

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