Non-Fiction Books:

The Hero Versus the Outlaw

Archetypical Brand-Testimonial Congruence



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The Hero Versus the Outlaw by Vieth Marius
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This work revolves around the influence of personality based brand-testimonial congruence on brand attitude, purchase intention and (aided vs. unaided) retrieval. The study investigates the concept of archetypes as means of brand and testimonial personality assessment. This study underlines the importance of congruent brand-testimonial personalities for the marketing world, because they increase the brand attitude, purchase intention and ease of retrieval. Furthermore, it proves that archetypes serve as means of assessing brand and testimonial personalities in order to find suitable matches and get insight into the heart of the brand.
Release date Australia
December 23rd, 2014
Country of Publication
United States
black & white illustrations
LAP Lambert Academic Publishing
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