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Publication Detailed Description
Storymaking: an investigation on the process of co-created brand storytelling in the sporting goods industry
2019 Global Fashion Management Conference at Paris Proceedings
Year (definitive publication)
2019
Language
English
Country
France
More Information
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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).
Acknowledgements
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Keywords
Brand storymaking,Co-creation,Sorting goods industry,Case study
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2019 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
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