Browsing Capítulos (Comunicación Audiovisual, Publicidad y Literatura) by Author "García Callejón, Julia"
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Chapter of Book
Una aproximación al concepto de brand community desde la estrategia del storytelling
(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.