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Product placement inverso y storydoing como herramientas para la construcción de marca: el caso pionero de IKEA
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References

  • 2001A Case in Case Study Methodology636 cited
  • 2014Qualitative Case Study Guidelines528 cited
  • 2013Narrativas transmedia : cuando todos los medios cuentan387 cited
  • 2014Historia del cine171 cited
  • 2002Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy47 cited
  • 2015Branded entertainment: los contenidos de entretenimiento como herramienta de comunicación de marketing. Un estudio de su situación actual en España39 cited
  • 2013Fancy a coffee withFriendsin ‘Central Perk’?31 cited
  • 2013True Story: How to Combine Story and Action to Transform Your Business15 cited
  • 2014Publicidad y Branded Entertainment: interactividad y otros códigos de entretenimiento11 cited
  • 2012Publicidad en la política, política en la publicidad8 cited
  • 2018Nuevas tendencias en la construcción de marcas: una aproximación al storydoing7 cited
  • 2017Innovación aplicada a la producción de contenidos transmedia en publicidad2 cited

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