Finding the Right Influencers, KOLs, and the Sense of Smell

Diana Derval
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Diana Derval: DervalResearch

Chapter 12 in Designing Luxury Brands, 2024, pp 211-225 from Springer

Abstract: Abstract In this chapter, we dissect the sense of smell and see how brands like Chanel and Maxim’s de Paris involve celebrities and KOLs. With the Montblanc case, we use the Influencers’ map to find the right brand ambassadors.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-54093-6_12

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DOI: 10.1007/978-3-031-54093-6_12

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