Wittwer, Dimitri

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Wittwer, Dimitri; Malär, Lucia; Nyffenegger, Bettina; Grohmann, Bianca; Krohmer, Harley (2012). Measuring the Cult Status of Brands. Conceptual Considerations and Scale Development. In: Proceedings of the 41th European Marketing Academy Conference EMAC. Lissabon. 22.-25.05.2012.


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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