Récits de marque en contexte collaboratif
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 belief...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fra |
| Published: |
Université Laval
2015-02-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | http://journals.openedition.org/communication/5208 |