Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative
Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of founders, stories of people in the history of a company, stories of the heritage that a particular brand ca...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Umeå universitet, Företagsekonomi
2018
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149296 |