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Keywords: Costumer perception
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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
..., such as in France (Ferrandi et al., 2000), USA (Austin et al., 2003), Germany (Hieronimus, 2003), and Russia (Supphellen and Grønhaug, 2003), among others. Brand personality Brand Brand identity Archetypes Costumer perception Consumers identify themselves with specific brands...
