...and they lived luxury ever after

Storytelling as a driver for luxury brand perception and consumer behavior

authored by

Jan Christoph König, Janina Haase, Nadine Hennigs, Klaus-Peter Wiedmann

Organisation(s)

Institute of Marketing und Management

Type

Article

Journal

Luxury Research Journal

Volume

1

ISSN

2041-384X

Publication date

26.03.2018

Publication status

Published

Sustainable Development Goals

SDG 12 - Responsible Consumption and Production

Electronic version(s)

https://doi.org/10.1504/LRJ.2018.090973 (Access: Closed)