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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Format: | Article |
Language: | English |
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University of Bucharest Publishing House
2011-08-01
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Series: | Styles of Communication |
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Online Access: | http://journals.univ-danubius.ro/index.php/communication/article/view/1175 |