Pixelize me': Digital Storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs
Kristine de Valck (devalck@hec.fr) and
G. Kretz
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Kristine de Valck: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
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Abstract:
Purpose - The purpose of our study was to better understand how bloggers organize branded storytelling in fashion and luxury blogs using explicit and implicit self-brand association.
Keywords: Digital; Storytelling; creation; archetypal myths; brand association; fashion; luxury; blogs (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)
Published in Russel Belk (ed.). Research in Consumer Behavior, Emerald Group Publishing Limited, pp. 313-332, 2011, ⟨10.1108/S0885-2111(2010)0000012015⟩
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00692103
DOI: 10.1108/S0885-2111(2010)0000012015
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