A Two-Stage Variable-Scale Clustering Method for Brand Story Marketing of Time-Honored Enterprises
Brand story, as a communication tool of brand's core values, is proven to be effective in building consumers' trust and loyalty. This paper focuses on the story's protagonist identification and story's audience segmentation problem of consumers' brand storytelling, so as to...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Mechanical Engineering in Slavonski Brod, Faculty of Electrical Engineering in Osijek, Faculty of Civil Engineering in Osijek
2023-01-01
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| Series: | Tehnički Vjesnik |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/425984 |