The power of archetypes in business-to-consumer relationship based on confectionery market in Poland

The power of archetypes in business-to-consumer relationship based on confectionery market in Poland

Objectives The main purpose of the study is to recognize if enterprises incorporate brand archetypes based on values to develop their relationship with customers. Material and methods Based on the theoretic deliberation qualitative research was conducted. The method employed was a multiple case stu...

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Bibliographic Details
Main Authors: Anna Dewalska-Opitek, Katarzyna Bilińska, Aleksandra Szejniuk
Format: Article
Language:English
Published: Wyższa Szkoła Gospodarki Euroregionalnej im. Alcide De Gasperi 2023-07-01
Series:Journal of Modern Science
Subjects:
relationships
customer value
branding
archetypes
business-to-consumers
Online Access:https://www.jomswsge.com/The-power-of-archetypes-in-business-to-consumer-relationship-based-on-confectionery,167444,0,2.html

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