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Keywords: Archetypes
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Journal Articles
The meaning of a brand? An archetypal approach
Open Access
Journal:
Revista de Gestão
Revista de Gestao (2018) 25 (2): 142–159.
Published: 16 May 2018
...Duarte Xara-Brasil; Kavita Miadaira Hamza; Percy Marquina 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...
