The meaning of a brand? An archetypal approach
Purpose – The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach – The authors measured consu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2018-06-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/REGE-02-2018-0029 |