El uso del Storytelling en nuevas marcas ecuatorianas para la construcción de su identidad

This research project analyzes the use of Storytelling in new Ecuadorian brands for the construction of their brand identity. Through the use of interviews, surveys and observation sheets, it became evident that Storytelling is a fundamental tool to connect emotionally with consumers and also to str...

• Autor principal: Campos Cedeño, Edith Cristina (author)
• Otros Autores: Yepez Velez, Karla Augusta (author)
• Formato: bachelorThesis
• Publicado: 2025
• Materias: Storytelling; Identidad de marca; Conexión emocional; Marketing estratégico
• Acceso en línea: http://dspace.utb.edu.ec/handle/49000/18205