Narrativity approaches to branding
F. Xavier Ruiz Collantes and Mercè Oliva
| Year of publication: |
2023
|
|---|---|
| Authors: | Ruiz Collantes, Xavier ; Oliva, Mercè |
| Published in: |
Advances in brand semiotics & discourse analysis. - Wilmington, Delaware : Vernon Press, ISBN 978-1-64889-591-3. - 2023, p. 49-90
|
| Subject: | brand storytelling | brand relations | narratology | archetypes | anthropomorphism | Markenführung | Brand management | Narrative Methode | Narrative method | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015066349