Storytelling and consumer brand relationships: the importance of narratives in brand management
Auteur :
Ganassali, Justyna
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783032251220
Date de publication :
27 juin 2026
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book offers a comprehensive and integrated perspective on brand management, addressing a persistent challenge in the field: the fragmentation of theory and the measurement of brand value.