期刊名称：Journal of Applied Economics and Business Research
电子版ISSN：1927-033X
出版年度：2016
卷号：6
期号：2
页码：93-105
出版社：Journal of Applied Economics and Business Research
摘要：Branding possibilities driven by archetypes have not gained significant attention. Archetypes are the forms which the instincts assume to be constituting objects. These universal mental images set the patterns of behavior for our interaction with the world. The concept of archetypes can explain some of consumers’ love for their favorite brands and distaste for certain others. The present study conducted in Iran, an emerging economy, explores if the archetype model could be used to build better brand image and bonding with consumers. A full-fledged brand is built around the Demeter archetype and the same is deployed by a real business enterprise.
