| Autor: |
Koch, Leah, Caldwell, Helen, DeFanti, Mark |
| Zdroj: |
Competition Forum; 2019, Vol. 17 Issue 1, p28-35, 8p |
| Abstrakt: |
The purpose of this research is to explore brand storytelling's ability to enhance its users' competitiveness in the oversaturated marketplace. The analysis suggests that in order to gain an advantage, it is recommended to incorporate brand storytelling into a brand's marketing strategy. Without it, brands miss out on a prominent avenue of consumer connection. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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