Publication

Impact de la congruence ou de la divergence sémantique de l'association Marque / Contes de Fées sur l'image de Marque

Xavier MENAUD

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: 
01/2010
Support: 
Journée de Recherche en Marketing de Bourgogne