Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?
| العنوان: | Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more? |
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| المؤلفون: | Omar Merlo, Andreas B. Eisingerich, Richard Gillingwater, Jia Jocelyn Cao |
| المصدر: | Business Horizons. |
| بيانات النشر: | Elsevier BV, 2022. |
| سنة النشر: | 2022 |
| مصطلحات موضوعية: | Marketing, Business and International Management |
| تدمد: | 0007-6813 |
| DOI: | 10.1016/j.bushor.2022.11.001 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::e1bb7e35edb78ce44de799f17e3c7e11 https://doi.org/10.1016/j.bushor.2022.11.001 |
| Rights: | OPEN |
| رقم الانضمام: | edsair.doi...........e1bb7e35edb78ce44de799f17e3c7e11 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 00076813 |
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| DOI: | 10.1016/j.bushor.2022.11.001 |