Results 11 to 20 of about 369 (219)
Brand storytelling: the case of Coca-Cola's Journey corporate website
Communitas, 2015 Brand storytelling is an evolving branding technique which involves continuous narratives about the brand through publishing and sharing useful brand-related content with consumers. Publishing content no longer includes publishing in traditional print media only, but also via electronic and social media in various media formats and on different ...
Charmaine Du Plessis +1 more
core +4 more sources
ProfetikThe rapid growth of social media has transformed advertising strategies, particularly for micro, small, and medium enterprises (MSMEs) seeking to build brand credibility in highly competitive digital environments.
Joko Suryono +4 more
doaj +2 more sources
Corporate Narrations. An Instrument of Strategic Brand Management
Styles of Communication, 2011 Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of ...
Adela Rogojinaru
doaj +1 more source
, 2014 Abstract A useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees.
Jonason, Oscar +2 more
core +3 more sources
Using corporate stories to build the corporate brand:an impression management perspective
, 2013 Purpose: A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how
Spear, Sara, Roper, Stuart
core +2 more sources
, 2022 We live in a world of narratives. Storytelling has become increasingly prominent across marketing and management disciplines in recent decades, due, in part, to its ability to incorporate both rational and emotional appeals.
Halstead, Ella (12537565)
core +1 more source
Consumer Preferences for Craft Beer: The Interplay of Localness and Advertising Language
Agribusiness, EarlyView.ABSTRACT This study explores the influence of the language of the label, origin of production, and origin of brewing ingredients on Croatian consumers' preferences and willingness to pay for organic craft beer. Employing an online survey and a choice experiment among 223 Croatian alcohol consumers, we find that while there's a willingness to pay a ...
Marija Cerjak +2 more
wiley +1 more source
American Journal of Community Psychology, EarlyView.Abstract This study used photovoice methodology to explore Asian Americans' perspectives on the root causes and protective factors of firearm violence in their communities. Photovoice provided a participatory platform for community members to document lived experiences and identify priorities for change.
Tsu‐Yin Wu +4 more
wiley +1 more source
Game Changers: Leadership Lessons From Popular Sport Icons. [PDF]
New Dir Stud LeadershABSTRACT This article explores leadership lessons that can be drawn from popular sport icons. These lessons reveal how athletes leverage their status to drive social change or how they inspire others through performance‐based practices that align with effective modern‐day leadership skills.
Shollen SL, Hanold M.
europepmc +2 more sources
Australian Journal of Social Issues, EarlyView.ABSTRACT As modes of activism rapidly evolve, activists—both seasoned and emerging—must increasingly navigate a hybrid terrain of both digital and non‐digital engagement. This paper draws on the personal narratives of 16 nascent activists based in Australia to explore how they develop competencies related to digital storytelling, which is critical to ...
Garth Stahl +5 more
wiley +1 more source