The role of storytelling in co-creating a corporate brand with employees
conference contribution
posted on 2023-08-30, 16:58 authored by Sara SpearThis paper investigates the role of stories in corporate brand management, specifically how storytelling can enable the co-creation of a brand with employees.
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ARCHIVED Lord Ashcroft International Business School (until September 2018)Name of event
10th Global Brand Conference 2015Location
University of Turku, FinlandEvent start date
2015-04-27Event finish date
2015-04-29File version
- Accepted version
Language
- eng
Legacy posted date
2020-02-20Legacy creation date
2020-02-20Usage metrics
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