e-terview & in-terview : Etude comparative de méthodes de recueil de données online & offline
Impact de la congruence ou de la divergence sémantique de l'association Marque / Contes de Fées sur l'image de Marque
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.