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

Author

Listed:
  • 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)

  • G. Kretz

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.

Suggested Citation

  • Kristine de Valck & G. Kretz, 2011. "Pixelize me': Digital Storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs," Post-Print hal-00692103, HAL.
    • Handle: RePEc:hal:journl:hal-00692103
    DOI: 10.1108/S0885-2111(2010)0000012015
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    Cited by:

    1. Erz, Antonia & Heeris Christensen, Anna-Bertha, 2018. "Transforming Consumers Into Brands: Tracing Transformation Processes of the Practice of Blogging," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 69-82.

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