How archetypal brands leverage consumers' perception : A qualitative Investigation of brand loyalty and storytelling

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Creators: Laub, Fabian and Ferdinand, Hans-Michael and Kramer, Irene and Pätzmann, Jens U.
Title: How archetypal brands leverage consumers' perception : A qualitative Investigation of brand loyalty and storytelling
Item Type: Article
Journal or Publication Title: Markenbrand : Zeitschrift für Markenstrategie
Page Range: pp. 46-54
Date: April 2018
Divisions: Wirtschaftswissenschaften
Link eMedia: Download
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Laub, Fabian and Ferdinand, Hans-Michael and Kramer, Irene and Pätzmann, Jens U. (2018) How archetypal brands leverage consumers' perception : A qualitative Investigation of brand loyalty and storytelling. Markenbrand : Zeitschrift für Markenstrategie (6). pp. 46-54. ISSN 2195-4933

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