Don't tell me stories : the narratives of retirement and their relation with brand associations
Year of publication: |
2022
|
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Authors: | Hajdas, Monika ; Radomska, Joanna ; Szpulak, Aleksandra ; Silva, Susana C. |
Published in: |
International journal of management and economics. - Warsaw : De Gruyter Poland, ISSN 2543-5361, ZDB-ID 2824518-0. - Vol. 58.2022, 1, p. 17-32
|
Subject: | brand associations | brand narrative | cultural branding | cultural codes | retirement | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Altersgrenze | Retirement | Markenimage | Brand image | Narrative Methode | Narrative method | Markenartikel | Brand |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.2478/ijme-2022-0005 [DOI] |
Classification: | M31 - Marketing ; M37 - Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
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