Session 01.07.01: LUXURY BRAND USERS’ RESPONSE TO COO–COM INCONGRUENCE, BRAND MESSAGE, AND CSR

Paper title:

LUXURY BRAND USERS’ RESPONSE TO COO–COM INCONGRUENCE, BRAND MESSAGE, AND CSR

Author:

Muhammad Waqas Khan, Pusan National University, Republic of Korea

Jong-Kuk Shin, Pusan National University, Republic of Korea