Master Thesis Online
Co-Crafting Narratives, Forging Connections: The role of Storytelling and Co-Creation in enhancing Brand Engagement
Dardari, Nada 
Promotor(s) :
Dessart, Laurence
Date of defense : 2-Sep-2024/7-Sep-2024 • Permalink : http://hdl.handle.net/2268.2/21161
Details
| Title : | Co-Crafting Narratives, Forging Connections: The role of Storytelling and Co-Creation in enhancing Brand Engagement |
| Author : | Dardari, Nada
|
| Date of defense : | 2-Sep-2024/7-Sep-2024 |
| Advisor(s) : | Dessart, Laurence
|
| Committee's member(s) : | Kandil, Omnia
|
| Language : | English |
| Number of pages : | 82 |
| Keywords : | [en] Brand engagement, storytelling, co-creation, brand identification, brand familiarity, brand attachement, narrative transporation, perceived uniqueness, brand attitude. |
| Discipline(s) : | Business & economic sciences > Marketing |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] This master’s thesis explores how storytelling and co-creation enhance brand engagement in today’s plethora of marketing strategies It examines how these initiatives can be influenced by key aspects of brand engagement such as brand identification, attitude, and attachment, given the shift from consumers being passive recipients to active co-creators of brand narratives.
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Thesis_S226752_Nada Dardari_2024_compressed.pdf
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The University of Liège does not guarantee the scientific quality of these students' works or the accuracy of all the information they contain.