Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/22583
Registo completo
Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Langaro, D. | - |
dc.contributor.author | Hackenberger, C. | - |
dc.contributor.author | Loureiro, S. M. C. | - |
dc.date.accessioned | 2021-05-17T16:06:36Z | - |
dc.date.available | 2021-05-17T16:06:36Z | - |
dc.date.issued | 2019 | - |
dc.identifier.issn | 2288-825X | - |
dc.identifier.uri | http://hdl.handle.net/10071/22583 | - |
dc.description.abstract | Brand storymaking is the new, evolving buzzword in marketing and branding practice. The current study explores the evolving concept of brand storymaking as a highly relevant future branding and communications tool for the sporting goods industry (SGI). In response to increasing consumer involvement, the term of brand storymaking refers to brand storytelling in the context of co-creation. In recent years, brand storytelling has become an important content creative strategy in communications (Woodside, 2010; Lundqvist et al., 2013; Singh & Sonnenburg, 2012), with brands being promoted by means of stories which are created and distributed by marketers, in a one-to-many traditional approach (e.g. advertising campaigns). | eng |
dc.language.iso | eng | - |
dc.publisher | Global Alliance of Marketing and Management Associations | - |
dc.relation | UID/GES/00315/2019 | - |
dc.rights | openAccess | - |
dc.subject | Brand storymaking | eng |
dc.subject | Co-creation | eng |
dc.subject | Sorting goods industry | eng |
dc.subject | Case study | eng |
dc.title | Storymaking: an investigation on the process of co-created brand storytelling in the sporting goods industry | eng |
dc.type | conferenceObject | - |
dc.event.title | 2019 Global Fashion Management Conference at Paris | - |
dc.event.type | Conferência | pt |
dc.event.location | Paris | eng |
dc.event.date | 2019 | - |
dc.pagination | 812 - 818 | - |
dc.peerreviewed | yes | - |
dc.journal | 2019 Global Fashion Management Conference at Paris Proceedings | - |
degois.publication.firstPage | 812 | - |
degois.publication.lastPage | 818 | - |
degois.publication.location | Paris | eng |
degois.publication.title | Storymaking: an investigation on the process of co-created brand storytelling in the sporting goods industry | eng |
dc.date.updated | 2021-05-18T10:11:45Z | - |
dc.description.version | info:eu-repo/semantics/publishedVersion | - |
dc.identifier.doi | 10.15444/GFMC2019.08.04 | - |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Economia e Gestão | por |
iscte.subject.ods | Produção e consumo sustentáveis | por |
iscte.identifier.ciencia | https://ciencia.iscte-iul.pt/id/ci-pub-65435 | - |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Tamanho | Formato | |
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conferenceobject_65435.pdf | 388,85 kB | Adobe PDF | Ver/Abrir |
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