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Archetypische Markengeschichten

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In vielen Markengeschichten sind die archetypischen Rollenmuster implizit enthalten und machen sie deshalb weltweit verständlich und überzeugend; meist sind es Heldengeschichten (Campbell, The power of myth, 1988; The hero with a thousand faces, 1993).

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  1. IFM MANNHEIM – Institut für Marktpsychologie, P 4, 1, 68161, Mannheim, Deutschland

    Prof. Dr. Gert Gutjahr

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  1. Prof. Dr. Gert Gutjahr
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Correspondence to Gert Gutjahr .

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© 2013 Springer Fachmedien Wiesbaden

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Gutjahr, G. (2013). Archetypische Markengeschichten. In: Markenpsychologie. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01926-6_6

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  • DOI: https://doi.org/10.1007/978-3-658-01926-6_6

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-01925-9

  • Online ISBN: 978-3-658-01926-6

  • eBook Packages: Business and Economics (German Language)

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