The lore of the brand: an investigation into how organisations can build consumer engagement and brand affinity through a shared narrative
(2013)
Thesis
Fowlestone, M. G. The lore of the brand: an investigation into how organisations can build consumer engagement and brand affinity through a shared narrative. (Thesis). Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.uk/id/eprint/6152
This thesis aims to explore how organisations can build consumer engagement and affinity through establishing the conditions for a shared narrative. It is set against a backdrop where brands are facing up to a serious collapse in consumer confidence,... Read More about The lore of the brand: an investigation into how organisations can build consumer engagement and brand affinity through a shared narrative.