Rethinking hero archetypal branding: Investigating the effects of authenticity and flawed archetypes on brand attachment and self-congruence.
| Autor: | SCIARRINO, JOANN1,2 joann.sciarrino@austin.utexas.edu, ROBERTS, PAIGE3 paiker338@gmail.com |
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| Zdroj: | Journal of Brand Strategy. Winter2018/2019, Vol. 7 Issue 3, p283-295. 13p. |
| Databáze: | Business Source Ultimate |
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