Essays about: "brand-story connection"

Found 1 essay containing the words brand-story connection.

  1. 1. Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Sindi Sheri; Byron Traoudas; [2017]
    Keywords : video brand storytelling; brand perceptions; antecedents; emotions; brand information; consumer-brand relationship; brand meaning; brand experience; brand-story connection; qualitative.;

    Abstract : Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. READ MORE