@book{5139,
	author = {Merlo, Omar and Eisingerich, Andreas B.},
	title = {Exploring the changing role of brand archetypes in customer-brand relationships},
	publisher = {Business Horizons},
	year = {2023},
	url = {https://bibliotheque.tbs-education.fr/Default/doc/edselp/S0007681322001355/exploring-the-changing-role-of-brand-archetypes-in-customer-brand-relationships-why-try-to-be-a-hero}
}