Hero brands, brand heroes : how R.M. Williams inspired a cult following and created a shared sense of meaning
Holly B. Cooper, Michael T. Ewing, Colin Campbell, Emily Treen
| Year of publication: |
2023
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|---|---|
| Authors: | Cooper, Holly B. ; Ewing, Michael ; Campbell, Colin L. ; Treen, Emily |
| Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 66.2023, 3, p. 405-414
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| Subject: | Character archetypes | Engagement marketing | Heroism | Mythology | Storytelling | Narrative Methode | Narrative method | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.bushor.2023.01.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014304277