haku: @author Randazzo, S. / yhteensä: 1
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| Tekijä: | Randazzo, S. |
| Otsikko: | Subaru: the emotional myths behind the brand's growth |
| Lehti: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 11-17 |
| Asiasana: | marketing brands consumers emotions |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses that strong, enduring brands use the power of story and mythic images to create mytho-symbolic, brand-building worlds that are often drawn from archetypal stories, beliefs etc. that exist within our culture and our collective psyche. For instance Subaru and Marlboro are used as examples. Advertising with a compelling story create an emotional connection between the consumer and the brand. |
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