Listar por autor "Duarte Garzón, Inmaculada"
Mostrando ítems 1-2 de 2
-
Capítulo de Libro
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.
-
Ponencia
Las marcas icono y su gestión a través de las redes sociales. Un caso práctico
(2013)The Cultural Branding is a theoretical model of brand management. One of its purposes is the challenge of turning a brand ...