Sports brand storymaking: An investigation of the process of co-created brand storytelling in the sporting goods industry, by the case of adidas
The dissertation explores the evolving concept of sports brand storymaking as a highly relevant future branding and communications tool for the sporting goods industry. In response to increasing consumer involvement, the term of brand storymaking refers to brand storytelling in the context of co-cre...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2017
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| Texto completo: | http://hdl.handle.net/10071/26016 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/26016 |