Littérature scientifique sur le sujet « Brand Storytelling »
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Articles de revues sur le sujet "Brand Storytelling"
Fauziah, Fairuz Nisa, et Ira Fachira. « The Evaluation of Digital Brand Storytelling Implementation in Local Brand ». European Journal of Business and Management Research 6, no 4 (25 août 2021) : 344–49. http://dx.doi.org/10.24018/ejbmr.2021.6.4.1030.
Texte intégralGrębosz-Krawczyk, Magdalena. « Consumer storytelling as an element of word-of-mouth communication of nostalgic brands : evidence from Poland ». Innovative Marketing 16, no 3 (11 août 2020) : 74–84. http://dx.doi.org/10.21511/im.16(3).2020.07.
Texte intégralSousa, Vânia. « Storytelling and retromarketing : strengthening brand communication ». Redmarka. Revista de Marketing Aplicado 25, no 2 (14 décembre 2021) : 44–62. http://dx.doi.org/10.17979/redma.2021.25.2.8752.
Texte intégralDhote, Tripti, et Vishal Kumar. « Long-duration Storytelling : Study of Factors Influencing Retention Ability of Brands ». Journal of Creative Communications 14, no 1 (mars 2019) : 31–53. http://dx.doi.org/10.1177/0973258618822871.
Texte intégralKao, Danny Tengti. « The impact of envy on brand preference : brand storytelling and psychological distance as moderators ». Journal of Product & ; Brand Management 28, no 4 (15 juillet 2019) : 515–28. http://dx.doi.org/10.1108/jpbm-08-2018-2004.
Texte intégralLee, Yong-Jae. « Pasteur Brand Storytelling Campaign ». Journal of the Korea Contents Association 11, no 8 (28 août 2011) : 142–49. http://dx.doi.org/10.5392/jkca.2011.11.8.142.
Texte intégralFadilla, Atria Nuraini, et Patra Aditia. « STORYTELLING DALAM KEMASAN KOPI JANJI JIWA ». ANDHARUPA : Jurnal Desain Komunikasi Visual & ; Multimedia 8, no 01 (16 avril 2022) : 1–9. http://dx.doi.org/10.33633/andharupa.v8i01.4154.
Texte intégralChoi, Soow-A, Hwang Yun-yong et JUNG HYOSUN. « The Effect of Brand Storytelling in Brand Reputation ». Journal of Distribution Science 12, no 4 (avril 2014) : 55–63. http://dx.doi.org/10.15722/jds.12.4.201404.55.
Texte intégralChoi, Soow-A., Hyo-Sun Jung et Yoon-Yong Hwang. « The Effect of Brand Storytelling in Brand Reputation ». Journal of Distribution Science 12, no 4 (30 avril 2014) : 55–63. http://dx.doi.org/10.13106/jds.2014.vol12.no4.55.
Texte intégralDelgado-Ballester, E., et E. Fernández-Sabiote. « “Once upon a brand” : Storytelling practices by Spanish brands ». Spanish Journal of Marketing - ESIC 20, no 2 (septembre 2016) : 115–31. http://dx.doi.org/10.1016/j.sjme.2016.06.001.
Texte intégralThèses sur le sujet "Brand Storytelling"
Ekebring, Klara, et Mellqvist Catarina. « Luxury Brands’ Storytelling on Social Media ». Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387692.
Texte intégralBylund, Jonas, Andreas Enqvist et Björn Ögren. « Design genom storytelling ». Thesis, Konstfack, Industridesign, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:konstfack:diva-863.
Texte intégralÅrets examensarbete 2005, Idesignpriset.se. Frimurarordens stipendie 2005.
Fröberg, Malin, et Sofie Sundin. « Once upon a time : En studie om storytelling som marknadsföringsverktyg ». Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-219772.
Texte intégralSheri, Sindi, et Byron Traoudas. « Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions ». Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69395.
Texte intégralBengtsson, Sandra, et Elena Zanders. « Storytelling och varumärkesuppbyggande - Ett perfekt partnerskap ? » Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5085.
Texte intégralProblemformulering: Vilken betydelse har marknadsföringsinriktad corporate storytelling för varumärkesuppbyggande i företag inom den svenska textil och konfektionsbranschen?
Syfte: Uppsatsens syfte är att förklara vilken betydelse marknadsföringsinriktad storytelling kan ha vid varumärkesuppbyggande för företag inom textil och konfektionsbranschen. Syftet är att förklara hur storytelling, som ett verktyg, kan användas för att bygga ett starkt varumärke hos företag samt ge branschspecifika rekommendationer för hur storytelling kan användas effektivt.
Metod: Studien har en kvalitativ forskningsansats med ett deduktivt angreppssätt där ett fallföretag, Fjällräven, intervjuats inom ämnet. Fallföretaget arbetar aktivt med marknadsinriktad storytelling.
Teoretiskt perspektiv: Teoriavsnittet inleds med en beskrivning av varumärkesuppbyggande där varumärkesidentitet och varumärkeskapital beskrivs mer ingående. Därefter redogörs det hur storytelling används som strategiskt verktyg.
Empiriskt perspektiv: I empirin redogörs den djupintervju som genomfördes med fallföretaget.
Slutsats: Studien visar att storytelling har en stor betydelse för varumärkesuppbyggande inom textil- och konfektionsbranschen.
Question: What meaning have marketing concentrated corporate storytelling to brand building in companies within the Swedish textile- and garment industry?
Purpose: The purpose of the study is to explain what meaning marketing concentrated storytelling could have to companies within the Swedish textile and garment industry when building a brand. The purpose is to explain how storytelling, as a tool, can be used to build a strong brand and to give business specific recommendations how to use storytelling as an effective tool.
Method: Writing the paper we have used a qualitative research method where we interviewed one Swedish company, Fjällräven. The company is active using storytelling externally.
Theoretical framework: We initiate the theoretical section by describing brand building and more deeply brand identity and brand equity. The theoretical framework analyzes how storytelling can be used as a strategic tool.
Empirical framework: The empirical framework presents the outcome of the interview with the case company.
Conclusion: The study has shown that storytelling is a powerful and important tool in brand building within the Swedish textile- and garment industry.
Pykälistö, Jonathan, et Alexander Fahlstad. « Branding strategy through storytelling in marketing : The other side of the story ». Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43829.
Texte intégralHållén, Mikaela, et Emilia Klang. « Livet som ett varumärke : En studie kring det personliga varumärket och synen på att vara sin egen marknadsförare ». Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24331.
Texte intégralJonasson, Jennifer, et Carolina Levinsson. « Storytelling hos hjälporganisationer : en växande bransch ». Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23953.
Texte intégralIn society, today there is an upward trend when it comes to taking a bigger social responsibility for both private individuals and organisations. Acting sustainably is a hot topic that is being debated more than ever before, and one way to act sustainably is to consume second hand products. Second hand sales have increased dramatically in recent years as a result of community discussions about the environment. As the second-hand industry is more than ever current the industry itself is of interesting character. Thus, we have chosen to study the industry based on theories of storytelling. There is currently very little previous research on storytelling linked to just second-hand products and charity which increases the relevance of this study. Research in this area could contribute to increasing the understanding and knowledge in a field that has so far not been widely applied. The study's acquired knowledge can, for example, be used for the industry's understanding of how they can build their brand by building a stable red thread around their stories. The main purpose of the thesis is to investigate three active aid organisations in the Gothenburg area - Erikshjälpen, Reningsborg and Myrorna - all of which opened second hand shops whose main aim were to make the world a little better, thereby benefitting everyone. The study examines these three aid organisations from a storytelling perspective to see whether their stories from different brand contact points are coherent, understandable and feasible if put into use and partly to compare the differences and any similarities between the different aid organisations. This essay will be written in Swedish and the questions this study examines are: 1. What content and stories do the aid organisations communicate and are they coherent? 2. What are the similarities and differences of the aid organisations in their communicated content? In answering the study's questions, the study has adopted a qualitative approach where three case studies with a comparative element have been carried out. The study began with a more comprehensive observation, where each store’s examination was based on pre-determined themes. Online observations were also conducted on the organisations websites and social media to gain a clearer picture of the organisations communication content. Subsequently, two interviews were conducted with each organisation - an interview was held with a high positioned employee, i.e. a store manager and also an employee. The aim of the study was to obtain a comprehensive overview over what type of content the organisations choose to communicate, and how they resonate with the research questions. The study's results indicate that it is very important to have a strong, coherent story built around the brand as it increases the organisation's credibility, benefits and transparency by having clear communications about the organisation's goals and also where the money is spent for various purposes. This helps the organisation's employees and customers to recognise their credibility and sends a clear-cut message as there is a tendency for customers wanting to share this information. Regarding the three organisations they all have a coherent story, but with some differences over how the story increase the brand value or not. The study also indicates that there are several similarities and differences between the different organisations. Erikshjälpen and Reningsborg are perceived to be more similar as they both work in a similar way whereas Myrorna differ to a great extent both in the way they work but also in what content they choose to communicate.
Erkas, Eivor, et Jennifer Baron. « The Importance of Storytelling in Today's Business : A case study ». Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-189.
Texte intégralSummary
This thesis discusses the possibility for PERSONEC to use storytelling as a strategic communicative concept in its marketing to mediate the brand identity of its organisation. In the search for this, we have chosen to describe the concept of brand identity and storytelling as a draft for the construction of the brand.
We have then analysed how storytelling can be applied, and already is, at PERSONEC and also presented some recommendations about how storytelling could be developed by PERSONEC.
In this thesis we investigate how PERSONEC communicates and manages its brand identity through the implementation of storytelling. Our main problem is: How can PERSONEC use storytelling as a concept to communicate its brand identity both internally and externally? This in turn involves two sub questions, namely: What is the brand identity of PERSONEC? And: What is storytelling as a concept and how can it be employed at PERSONEC?
Data collection has been performed using a qualitative method. In order to find out about brand identity and storytelling, primary data has been gathered through interviews with key personnel at PERSONEC. Secondary data consists of results of surveys on public awareness of the PERSONEC image as well as results from customer satisfaction survey on PERSONEC. The findings have been analysed based on diverse theories on brand and storytelling. Our thesis has in the beginning an explorative approach which at the end results in a conclusive description.
Theories, mainly from Aaker (1996) and Kapferer (2003) have been used to investigate the brand identity of PERSONEC. In accordance with their theories, the identity can describe the reality of the organisation and can be a tool to create a unitary illustration of the organisation, to be communicated internally and externally. In our results we have found that PERSONEC is symbolised by knowledge in personnel-, payroll- and financial management in the Nordic region with an experienced and diversified staff.
Based on theoretical and empirical material about storytelling we have found key issues of the notion of storytelling. These involve discussions about the concept of storytelling, its area of application and how stories should be structured and also which aspects are important for this process. We consider storytelling as a concept to structure the communication of an organisation both internally and externally. The stories can act as a bridge between the organisation and the outside world and can also simplify description and communication of complex processes and concepts. In order to differentiate itself PERSONEC should continue to use storytelling to communicate its core values in a more emotional and engaging way.
Stories reveal. Stories motivate. Stories bind individuals into teams. Stories create solutions.
Gwatiringa, Tsitsi. « An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks ». Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7533.
Texte intégralLivres sur le sujet "Brand Storytelling"
Kniazeva, Maria, et Mark Gagnon. Brand Storytelling. 2455 Teller Road, Thousand Oaks California 91320 : SAGE Publications, Inc., 2021. http://dx.doi.org/10.4135/9781071864128.
Texte intégralMoin, S. M. A. Brand Storytelling in the Digital Age. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7.
Texte intégralChristian, Budtz, et Yakaboylu Baris, dir. Storytelling : Branding in practice. Berlin : Springer, 2005.
Trouver le texte intégral1961-, Arruda William, et Alba Jason, dir. Storytelling about your brand online & offline : A compelling guide to discovering your story. Cupertino, CA : Happy About, 2010.
Trouver le texte intégralM, Megehee C., et Ogle A, dir. Perspectives on cross-cultural, ethnographic, brand image, storytelling, unconcious needs, and hospitality guest research. Bingley, UK : Emerald, 2009.
Trouver le texte intégralLegendary brands : Unleashing the power of storytelling to create a winning marketing strategy. Chicago : Dearborn Trade Pub., 2002.
Trouver le texte intégralMathews, Ryan. What's your story ? : Storytelling to move markets, audiences, people, and brands. Upper Saddle River, N.J : FT Press, 2008.
Trouver le texte intégralMathews, Ryan. What's your story ? : Storytelling to move markets, audiences, people, and brands. Upper Saddle River, N.J : FT Press, 2008.
Trouver le texte intégralUnique : Telling your story in the age of brands and social media. Ventura, Calif : From Gospel Light, 2012.
Trouver le texte intégralAnn, Robertson Sarah, et Slobod Jeanne Lamar, dir. Three strands in the braid : A guide for enablers of learning. 3e éd. San Anselmo, Calif : Tribe of Two Press, 1994.
Trouver le texte intégralChapitres de livres sur le sujet "Brand Storytelling"
Beer, Sonja. « Storytelling statt Zeigefinger ». Dans Brand the Future, 35–47. Wiesbaden : Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-05765-7_4.
Texte intégralMoin, S. M. A. « Conclusion : The Future of Storytelling ». Dans Brand Storytelling in the Digital Age, 89–96. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_6.
Texte intégralJohn, C. Frederic. « The Story of a Company or Brand ». Dans Storytelling and Market Research, 155–67. New York : Routledge, 2021. http://dx.doi.org/10.4324/9781003202516-9.
Texte intégralMoin, S. M. A. « Storytelling for Minds : Neuroscience’s Approaches to Branding ». Dans Brand Storytelling in the Digital Age, 41–51. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_3.
Texte intégralAdlmaier-Herbst, Dieter Georg. « Digital Brand Storytelling – Geschichten am digitalen Lagerfeuer ? » Dans Marke und digitale Medien, 243–63. Wiesbaden : Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-27908-0_14.
Texte intégralHerbst, Dieter Georg. « Digital Brand Storytelling – Geschichten am digitalen Lagerfeuer ? » Dans Marke und digitale Medien, 223–41. Wiesbaden : Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-03298-2_13.
Texte intégralMoin, S. M. A. « Introduction : The Ancient Art of Storytelling and the Language of Marketing ». Dans Brand Storytelling in the Digital Age, 1–17. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_1.
Texte intégralMoin, S. M. A. « Brand Storytelling : A Review of the Interdisciplinary Literature ». Dans Brand Storytelling in the Digital Age, 19–39. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_2.
Texte intégralMoin, S. M. A. « Storytelling for Hearts : Brand–Consumer Conversations in the Digital Age ». Dans Brand Storytelling in the Digital Age, 53–68. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_4.
Texte intégralMoin, S. M. A. « Character and Plot : Narrative Structure and the Art of Archetype Enactment ». Dans Brand Storytelling in the Digital Age, 69–87. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-59085-7_5.
Texte intégralActes de conférences sur le sujet "Brand Storytelling"
Pérez-Sánchez, Mónica, Javier Casanoves-Boix et Anabel Flores-Meza. « DIGITAL STORYTELLING, CREATING BRAND COMMUNITY WITH HIGHER EDUCATION STUDENTS ». Dans 15th International Technology, Education and Development Conference. IATED, 2021. http://dx.doi.org/10.21125/inted.2021.1319.
Texte intégralAn, Heejin, et Minjung Park. « THE ROLE OF NARRATIVE TRANSPORTATION AND STYLE OF PROCESSING IN LUXURY BRAND STORYTELLING ». Dans Bridging Asia and the World : Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.04.02.
Texte intégralAnastasya, Angelia, Nurhalizah binti Misjedi, Maria Josephine Gunawan, Mingaung Leo et Hetty Karunia Tunjungsari. « The Impact of Storytelling Marketing on Brand Equity and Purchase Decisions on Shopee During Pandemic Covid-19 ». Dans 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021). Paris, France : Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220404.332.
Texte intégralRapports d'organisations sur le sujet "Brand Storytelling"
Lim, Heejin, et Michelle Childs. Brand Storytelling on Instagram : How Do Pictures Travel to Millennial Consumers' Minds ? Ames : Iowa State University, Digital Repository, novembre 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1386.
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