Corporate Narrations. An Instrument of Strategic Brand Management

Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of literary studies. We nevertheless consider that...

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Bibliographic Details
Main Author: Adela Rogojinaru
Format: Article
Language:English
Published: University of Bucharest Publishing House 2011-08-01
Series:Styles of Communication
Subjects:
Online Access:http://journals.univ-danubius.ro/index.php/communication/article/view/1175