Work

The impact of moderately incongruent rap music endorsers on luxury brand personality and brand coolness

Year: 2023

Type: article

Source: Journal of Strategic Marketing

DOI: 10.1080/0965254x.2023.2232805

Authors: Gaëlle Pantin-Sohier, Romain Sohier, Alice Sohier, Julian Hofmann, Suzanne Billot

Institutions: Université d'Angers, EM Normandie Business School, Métis-Lab, Normandie Innovation Marché Entreprise Consommation, Université de Rouen Normandie, Audencia Business School

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4383955110

FWCI: 0.914

Cites: 34

Cited by: 5

Related to: 10