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Browsing by Author "Duarte Garzón, Inmaculada"  

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    • Chapter of Book
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      Una aproximación al concepto de brand community desde la estrategia del storytelling 

      Fernández Gómez, Jorge David; Gordillo Rodríguez, María Teresa; Duarte Garzón, Inmaculada; Fernández González, Elena; García Callejón, Julia; Martínez Medina, Cinta (Universitat Ramon Llull: Facultat de Comunicació Blanquerna, 2011)
      This paper is an approach to the concept of brand community from a storytelling approach. We intend to define and explain the features of brand communities and storytelling as a contribution to traditional approaches to branding.
    • Presentation
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      Las marcas icono y su gestión a través de las redes sociales. Un caso práctico 

      Gordillo Rodríguez, María Teresa; Duarte Garzón, Inmaculada; García Callejón, Julia; Martínez Medina, Cinta (2013)
      The Cultural Branding is a theoretical model of brand management. One of its purposes is the challenge of turning a brand ...