Advertising between archetype and brand personality
Year of publication: |
2016
|
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Authors: | Bechter, Clemens ; Farinelli, Giorgio ; Daniel, Rolf-Dieter ; Frey, Michael |
Published in: |
Administrative Sciences : open access journal. - Basel : MDPI, ISSN 2076-3387, ZDB-ID 2662651-2. - Vol. 6.2016, 2/5, p. 1-11
|
Subject: | archetypes | promotion | branding | brand personality traits | positioning of hotels | Markenführung | Brand management | Markenimage | Brand image | Persönlichkeitspsychologie | Personality psychology | Hotellerie | Hotel industry | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Persönlichkeitsmerkmal | Personality trait | Markenartikel | Brand | Werbung | Advertising | Werbepsychologie | Psychology of advertising |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.3390/admsci6020005 [DOI] hdl:10419/239763 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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