# A time for heroes? Conceptualization, development and validation of the brand hero scale

> Research article (European Journal of Marketing, 2023) · cited 12× · AI/ML

**Wikidata**: [openalex:W4377028179](https://www.wikidata.org/wiki/openalex:W4377028179)  
**Source**: https://4ort.xyz/entity/a-time-for-heroes-conceptualization-development-and-validation-of-the-brand-hero-scale