Publication

Impact of the semantic congruence or divergence of Brand Names/Fairy Tales association on Brand Image

Xavier MENAUD, Karim ERRAJAA

The purpose of this article is to question the semantic distance between brand and fairy tales. It unveils that the concepts are close and the use of a fairy tale in an advertising campaign has no effect on brand image

Publication type: 
Academic communication
Date de parution: 
01/2011
Support: 
Association of Marketing