# Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?

> Research article (Business Horizons, 2022) · cited 26× · AI/ML

**Wikidata**: [openalex:W4308601443](https://www.wikidata.org/wiki/openalex:W4308601443)  
**Source**: https://4ort.xyz/entity/exploring-the-changing-role-of-brand-archetypes-in-customer-brand-relationships-why-try-to-be-a-hero-when-your-brand-can