Abstract
The seminal work of Fournier and Eckhardt (2019), based on the historical case study of Martha Stewart, has significantly contributed to our comprehension of the intricate dynamics between the person and the brand, shedding light on how effective management strategies for person-brands need to prioritize the person and integrate risk strategies that encounter the uncertainty of humans.
| Original language | English |
|---|---|
| Publication date | 2024 |
| Number of pages | 4 |
| Publication status | Published - 2024 |
| Event | Brand Camp 6 - Obergurgl, Austria Duration: 14 Mar 2024 → 16 Mar 2024 Conference number: 6 https://www.uibk.ac.at/en/smt/marketing/brandresearchlab2/events/brand-camp/ |
Conference
| Conference | Brand Camp 6 |
|---|---|
| Number | 6 |
| Country/Territory | Austria |
| City | Obergurgl |
| Period | 14/03/2024 → 16/03/2024 |
| Internet address |