Measuring cult brands: A scale development study

Authors

• M Pratiksha
• Akansha Chauhan
• Avinash G Mulky, Indian Institute of Management BangaloreFollow

Copyright Date

January 2018

Publication Date

1-1-2018

Keywords

Marketing management, Branding, Cult brands

Conference

Proceedings of the marketing management association, Spring Conference, April 18-20, 2018, Chicago, USA,