Brand archetypes and consumer perceptions along countries: an empirical approach based on Mark and Pearson frameworks

Hanza, KavitaXara-Brasil, DuarteHaddad, Luiza2018-01-172018-01-172016-02http://hdl.handle.net/10400.26/20233Trabalho apresentado na 6th AIB- LAT Annual Conference, 25 de fevereiro 2016, São Paulo, BrasilengBrand archetypes and consumer perceptions along countries: an empirical approach based on Mark and Pearson frameworksconference object