Using personal and online repertory grid methods for the development of a luxury brand personality

Electronic Journal of Business Research Methods

Volumn 7, Issue 1, 2009, Pages 25-38

  Heine, Klaus ^a  

^a TECHNISCHE UNIVERSITÄT BERLIN   (Germany)

Author keywords

Brand identity; Brand personality; Luxury brand; Qualitative online research; Repertory Grid Method; Web 2.0

Indexed keywords

EID: 84863462813     PISSN: None     EISSN: 14777029     Source Type: Journal    
DOI: None     Document Type: Article

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