Archetypes and colours : findings of a quantitative study and their relevance for start-up brands
Year of publication: |
2023
|
---|---|
Authors: | Pätzmann, Jens ; Kübler, Claudius |
Published in: |
Entrepreneurship in the Digital Era : Case Studies, Approaches, and Tools for Ecosystems, Business Models, and Technologies. - Cham : Springer International Publishing, ISBN 978-3-031-43188-3. - 2023, p. 147-175
|
Subject: | Anti-archetypes | Archetypes | Branding | Colours | Motives | Start-ups | Unternehmensgründung | Business start-up | Markenführung | Brand management |
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