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Balenciaga: Is there anything worse than not being talked about?

Scriboni, Francesca LU ; Allievi, Beatrice Lidia Rosa LU and Castro Jimenez, Daniel LU (2023) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20231
Department of Business Administration
Abstract
This is a master case about the latest Balenciaga's scandal regarding the 'Gift Shop' campaign 2022. This case was chosen by the authors as a starting point to investigate how far can and should the communication in the luxury field go. Is attention always positive? And when does it actually hurt the brand?
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author
Scriboni, Francesca LU ; Allievi, Beatrice Lidia Rosa LU and Castro Jimenez, Daniel LU
supervisor
organization
course
BUSN35 20231
year
type
H1 - Master's Degree (One Year)
subject
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9112125
date added to LUP
2023-03-13 18:08:20
date last changed
2023-03-13 18:08:20
@misc{9112125,
  abstract     = {{This is a master case about the latest Balenciaga's scandal regarding the 'Gift Shop' campaign 2022. This case was chosen by the authors as a starting point to investigate how far can and should the communication in the luxury field go. Is attention always positive? And when does it actually hurt the brand?}},
  author       = {{Scriboni, Francesca and Allievi, Beatrice Lidia Rosa and Castro Jimenez, Daniel}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Balenciaga: Is there anything worse than not being talked about?}},
  year         = {{2023}},
}