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Echoing the golden legends : storytelling archetypes and their impact on brand perceived value

Ganassali, Stéphane; Matysiewicz, Justyna - In: Journal of marketing management : JMM ; journal of the … 37 (2021) 5/6, pp. 437-463

Persistent link: https://www.econbiz.de/10012515279

Communicating brand biographies effectively : the role of communication source

Tezer, Ali; Bodur, H. Onur; Grohmann, Bianca - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 712-733

Persistent link: https://www.econbiz.de/10012293328

Once upon a time : using brand stories to sell signature sneakers

Williams, Antonio; Heo, Yoon - In: International journal of sports marketing & sponsorship 24 (2023) 5, pp. 950-966

Persistent link: https://www.econbiz.de/10014430858

A conceptual framework for identifying key employee branding dimensions : a study of hospitality industry

Dhiman, Praveen; Arora, Sangeeta - In: Journal of innovation & knowledge : JIK 5 (2020) 3, pp. 200-209

The current research adds to the employee branding literature by building a conceptual framework to identify key employee branding dimensions in the context of the Indian hospitality industry that has been overlooked by the previous literature. A survey-based approach is employed on a sample of...

Persistent link: https://www.econbiz.de/10012239052

Triad theory of hotel managerial leadership, employee brand-building behavior, and guest images of luxury-hotel brands

Xie, Lishan; Li, Yaoqi; Che, Sheng-Hsiang; Huan, Tzung-cheng - In: International journal of contemporary hospitality management 28 (2016) 9, pp. 1826-1847

Persistent link: https://www.econbiz.de/10011624165

Storygiving as a co-creation tool for luxury brands in the age of the internet : a love story by Tiffany and thousands of lovers

Hughes, Mine Üçok; Bendoni, Wendy K.; Pehlivan, Ekin - In: The journal of product & brand management 25 (2016) 4, pp. 357-364

Persistent link: https://www.econbiz.de/10011607063

Audiovisual storytelling approaches in the marketing of luxury clothing brands

Jiménez Sánchez, Álvaro; Frontera Sánchez, María Rosa - In: Management and inter/intra organizational relationships …, (pp. 263-283). 2020

Persistent link: https://www.econbiz.de/10012178014

Counterfeiting : friend or foe of luxury brands? : an examination of Chinese consumers' attitudes toward counterfeit luxury brands

Wang, Ying; Song, Yiping - In: Journal of global marketing 26 (2013) 4, pp. 173-187

Persistent link: https://www.econbiz.de/10010199651

Prioritizing geo-references : a content analysis of the websites of leading global luxury fashion brands

Strebinger, Andreas; Rusetski, Alexander - In: Journal of global marketing 29 (2016) 1/5, pp. 282-297

Persistent link: https://www.econbiz.de/10011654425

Understanding the influences of story elements in service businesses

Hsieh, Yi-Ching; Chiu, Hung-Chang; Tang, Yun-Chia; Liu, … - In: Service business 12 (2018) 3, pp. 601-619

Persistent link: https://www.econbiz.de/10011915163