Pixelize me': Digital Storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs - HEC Paris - École des hautes études commerciales de Paris Access content directly
Book Sections Year : 2011

Pixelize me': Digital Storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs

G. Kretz
  • Function : Author

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.

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hal-00692103 , version 1 (27-04-2012)

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Kristine de Valck, G. Kretz. Pixelize me': Digital Storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs. Russel Belk (ed.). Research in Consumer Behavior, Emerald Group Publishing Limited, pp. 313-332, 2011, ⟨10.1108/S0885-2111(2010)0000012015⟩. ⟨hal-00692103⟩

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