Storytelling and Image in Brand Communication
Storytelling has been used increasingly in brand communication, as it has proven to be effective in capturing the consumers’ attention and creating brand personality in order to differentiate itself from the competition. Perceived as a rather “vague” concept (Gerber et al. 2013: 6), storytelling...
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| Format: | Article |
| Language: | English |
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AXIS Academic Foundation Press
2021-01-01
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| Series: | Argumentum: Journal of the Seminar of Discursive Logic, Argumentation Theory and Rhetoric |
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| Online Access: | https://www.fssp.uaic.ro/argumentum/Numarul%2019%20issue%201/05_Amalancei_tehno.pdf |