Open AccessThe Effect of Brand Storytelling in Brand Reputation
Author(s) -
Soow-A Choi,
Hyunwoo Jung,
Yoon-Yong Hwang
Publication year - 2014
Publication title -
journal of distribution science/yutong gwahag yeon'gu
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.19
H-Index - 10
eISSN - 2093-7717
pISSN - 1738-3110
DOI - 10.13106/jds.2014.vol12.no4.55.
Subject(s) - brand management , business , storytelling , advertising , brand equity , reputation , brand awareness , brand extension , corporate branding , marketing , narrative , art , sociology , social science , literature