Building self-brand connections : exploring brand stories through a transmedia perspective
Year of publication: |
2015
|
---|---|
Authors: | Granitz, Neil ; Forman, Howard |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 1, p. 38-59
|
Subject: | brand stories | self-brand connections | transmedia storytelling | Markenführung | Brand management | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour |
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