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The strategic value of authentic narrative in branded entertainment

Thesis (PhD)--Stellenbosch University, 2017.

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Bibliographic Details
Main Author:	Van Loggerenberg, Marthinus Johannes Coetzee
Other Authors:	Enslin, Carla
Format:	Thesis
Language:	en_ZA
Published:	Stellenbosch : Stellenbosch University 2017
Subjects:	Authentic narrative Branding (Marketing) Brand narrative Brand choice > Research Customer-based brand equity Generation Y Digital marketing UCTD
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Internet

http://hdl.handle.net/10019.1/102792