Corporate brand building from the corporate stories perspective: a Brazilian football teams study
Abstract The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas
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| Series: | Cadernos EBAPE.BR |
| Subjects: | |
| Online Access: | http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1679-39512017000100007&lng=en&tlng=en |