Engelhardt, Sarah; Ferdinand, Hans-Michael; Kramer, Irene; … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2018) 6, pp. 33-42
Which contribution can archetypal motives in commercials perform regarding a successful customer approach? Basing on the hypothesis that archetypes can contribute to the success of a brand personality, the relevance of archetypes for brand management is demonstrated. Then four successful...