Table III Apple ‒ the ten most mentioned... | Emerald Publishing

Table III

Apple ‒ the ten most mentioned words

No.	Word	Portugal (%)	Brazil (%)	Peru (%)	Colombia (%)	Total (%)	Archetype	Cluster
1	Innovation	95	95	85	93	91	Creator	Stability and control
2	Creativity	85	90	82	92	87	Creator	Stability and control
3	Vision	64	85	75	73	75	Creator	Stability and control
4	Expert	72	70	63	71	68	Sage	Independence and Fulfillment
5	Power	76	72	58	56	65	Ruler	Stability and control
6	Credibility	49	76	57	68	62	Sage	Independence and Fulfillment
7	Enjoyment	53	44	44	49	47	Jester	Belonging and enjoyment
8	Optimism	50	53	47	34	47	Innocent	Independence and Fulfillment
9	Pleasure	40	55	40	51	46	Lover	Belonging and enjoyment
10	Independence	37	43	43	36	40	Explorer	Independence and Fulfillment

No.	Word	Portugal (%)	Brazil (%)	Peru (%)	Colombia (%)	Total (%)	Archetype	Cluster
1	Innovation	95	95	85	93	91	Creator	Stability and control
2	Creativity	85	90	82	92	87	Creator	Stability and control
3	Vision	64	85	75	73	75	Creator	Stability and control
4	Expert	72	70	63	71	68	Sage	Independence and Fulfillment
5	Power	76	72	58	56	65	Ruler	Stability and control
6	Credibility	49	76	57	68	62	Sage	Independence and Fulfillment
7	Enjoyment	53	44	44	49	47	Jester	Belonging and enjoyment
8	Optimism	50	53	47	34	47	Innocent	Independence and Fulfillment
9	Pleasure	40	55	40	51	46	Lover	Belonging and enjoyment
10	Independence	37	43	43	36	40	Explorer	Independence and Fulfillment