Récits de marque en contexte collaboratif

Autor:	Cécile McLaughlin, Marie-Pierre Pinto, Didier Tsala Effa
Jazyk:	francouzština
Rok vydání:	2015
Předmět:	tourism travel story brand marketing client traveller script Communication. Mass media P87-96
Zdroj:	Communication, Vol 33, Iss 1 (2015)
Druh dokumentu:	article
ISSN:	1189-3788 1920-7344
DOI:	10.4000/communication.5208
Popis:	This research brief sheds some new light on the interplay of factors influencing brand marketing. The authors examine how the connotations attached to brand names in two holiday travel promotions evolve in parallel with particularly inventive accounts of trips. Scenarios are created to convey beliefs, myths and fantasies surrounding the designated destinations. Such scenarios are constructed from accounts by by-gone or would-be travellers who either recreate these beliefs, myths and fantasies from previous travel experiences or project them into prospective journeys.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/32eaaec3f29b41a49f13cd17b3d92f05 Zobrazit plný text záznamu View record in DOAJ