Author Archives: Matouš Haicl

Ing. Bc. Matouš Haicl, Prague University of Economics and Business, Faculty of Management, Department of Management, Jarošovská 1117/II, 377 01 Jindřichův Hradec, Czech Republic, e-mail: matous.haicl@seznam.cz

Jun302023

Brand seduction as a tool for brand’s success: Conceptualizing the term

Research Paper, Vol 18, Issue 2, 2023By Matouš Haicl June 30, 2023

The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.

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