| 000 | 02366nam a22003017a 4500 | ||
|---|---|---|---|
| 003 | OSt | ||
| 005 | 20251104110017.0 | ||
| 008 | 250910b |||||||| |||| 00| 0 eng d | ||
| 020 | _a0007-6813 | ||
| 020 | _a1873-6068 | ||
| 040 |
_aEnglish _ctbs |
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| 041 | _aEnglish | ||
| 100 |
_aMerlo, Omar _d1956- |
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| 245 |
_aExploring the changing role of brand archetypes in customer-brand relationships _b: Why try to be a hero when your brand can be more? _c/ Omar Merlo, Andreas B. Eisingerich, Richard Gillingwater, Jia Jocelyn Cao |
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| 260 |
_bBusiness Horizons _c2023 |
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| 362 | _aBusiness Horizons Volume 66, Issue 5, September–October 2023, Pages 615-629 | ||
| 520 | _aFor over 20 years, managers have been encouraged to leverage archetypal meaning to strengthen their brands. Prior research has studied archetypes as universal patterns present in the collective unconscious that trigger an instinctive response in customers, arguing that brands should evoke one archetype at a time. However, recent evidence seems to suggest that the single archetype view proposed in previous work may have lost its relevance in the marketplace. This article responds to calls for further research into brand archetypes by analyzing more than 2,400 brands and the archetypes they evoke in their marketing communications. The current findings support the continued relevance and importance of brand archetypes in marketing, showing that brands connect with customers by consistently evoking specific archetypes. Critically, however, strong brands tend to leverage multiple archetypes at a time rather than just one as previously believed. We explore key implications of our findings for theory and management, discuss avenues for future research, and provide actionable guidelines for managers wishing to leverage archetypal meaning to build strong brands. | ||
| 653 | _aBrand archetypes | ||
| 653 | _aBrand management | ||
| 653 | _aBrand personality | ||
| 653 | _aCustomer relationships | ||
| 653 | _aMarketing communications | ||
| 700 |
_aEisingerich, Andreas B. _926409 |
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| 700 |
_aGillingwater, Richard _926410 |
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| 700 |
_aCao, Jia Jocelyn _926411 |
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| 856 | _uhttps://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 | ||
| 942 | _2lcc | ||
| 999 |
_c5139 _d5139 |
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