Investigating archetype-icon transformation in brand marketing

Marketing Intelligence and Planning

Volumn 24, Issue 6, 2006, Pages 648-663

  Tsai, Shu Pei ^a  

^a SHIH HSIN UNIVERSITY   (Taiwan)

Author keywords

Brand image; Brand management; Brands; Consumer behaviour; Imagination; International marketing

Indexed keywords

EID: 33748680504     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500610701708     Document Type: Article

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