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Browsing by Author "Fernández González, Elena"  

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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.