Recent Submissions

  • Storytelling brand: an experience that creates a path for brand loyalty? 

    Lopera Gonzalez, Lady Yohana (Universidad EIAOtroEscuela de Ciencias Económicas y AdministrativasEnvigado (Antioquia, Colombia), 2013)
    ABSTRACT: Storytelling brands are able to build meaningful consumer-brand relationships, due to their capacity to evoke emotions, create attachments and accomplish remembrance through symbolic contexts and powerful ...