Fly Global, Act Local: a study into the role of storytelling in the projection and construction of brand
A feature of this increasingly globalised world is the presence and strength of global brands. The investigation analyses how brands are constructed through storytelling and ascertains the effects, influences and outcomes that storytelling might have. Storytelling contributes to the construction and...
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| Format: | Others |
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Auckland University of Technology,
2014-07-23T00:45:05Z.
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| Online Access: | Get fulltext |