Storytelling: An exploratory investigation of the meaning and role of storytelling given a co-creative perspective on brand management

Carina Claire Jeppesen & Josephine Maria-Therese Pettersson

Student thesis: Master thesis


This thesis explores the notion of storytelling as theoretically specified, conceptualized and utilized in brand management

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2010
Number of pages147