:: The Research Journal of the Costume Culture ::

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The effects of authenticity and fictionality of brand story on customer-based brand equity

Hyojung Suk, Eun-Jin Lee, Sung-Hee Park

The Research Journal of the Costume Culture :: Vol.30 No.3 pp.381-402

DOI:https://doi.org/10.29049/rjcc.2022.30.3.381
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A comparative analysis of Cartier’s and Tiffany&Co.’s strategies for brand story videos on their YouTube brand channels

Jiyoun Hong

The Research Journal of the Costume Culture :: Vol.24 No.4 pp.498-510

DOI:https://doi.org/10.7741/rjcc.2016.24.4.498
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