Storymaking: an investigation on the process of co-created brand storytelling in the sporting goods industry

Brand storymaking is the new, evolving buzzword in marketing and branding practice. The current study explores the evolving concept of brand storymaking as a highly relevant future branding and communications tool for the sporting goods industry (SGI). In response to increasing consumer involvement,...

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Bibliographic Details
Main Author: Langaro, D. (author)
Other Authors: Hackenberger, C. (author), Loureiro, S. M. C. (author)
Format: conferenceObject
Language:eng
Published: 2021
Subjects:
Brand storymaking
Co-creation
Sorting goods industry
Case study
Online Access:http://hdl.handle.net/10071/22583
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/22583

Internet

http://hdl.handle.net/10071/22583

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