Üçok Hughes, Mine; Bendoni, Wendy K.; Pehlivan, Ekin - In: Journal of Product & Brand Management 25 (2016) 4, pp. 357-364
Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing...