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1. 1. Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative

   University essay from Umeå universitet/Företagsekonomi

   Author : Oliver Chicaiza; Carl Fredrik Somp; [2018]
   Keywords : ;

   Abstract : Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of founders, stories of people in the history of a company, stories of the heritage that a particular brand carries and has carried for centuries. READ MORE