Overcoming the monster: How vulnerable small businesses turn rival villains into co-branded storytelling heroes
Storytelling is a popular and effective brand building approach among prominent consumer brands. But for vulnerable small businesses focused on daily survival, the thought of pursuing a brand alliance partner and telling their co-brand stories on social media may be taking one business risk too man...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad Nacional de Colombia
2025-04-01
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| Series: | Innovar: Revista de Ciencias Administrativas y Sociales |
| Subjects: | |
| Online Access: | https://revistas.unal.edu.co/index.php/innovar/article/view/101521 |
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