The role of storytelling in co-creating a corporate brand with employees

Spear, Sara (2015) The role of storytelling in co-creating a corporate brand with employees. In: 10th Global Brand Conference 2015, University of Turku, Finland.

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Abstract

This paper investigates the role of stories in corporate brand management, specifically how storytelling can enable the co-creation of a brand with employees.

Item Type: Conference or Workshop Item (Paper)
Keywords: corporate brand, narrative, storytelling
Faculty: ARCHIVED Lord Ashcroft International Business School (until September 2018)
SWORD Depositor: Symplectic User
Depositing User: Symplectic User
Date Deposited: 20 Feb 2020 10:30
Last Modified: 20 Feb 2020 10:31
URI: http://arro.anglia.ac.uk/id/eprint/705200

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