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

Kristine de Valck (1) , G. Kretz

1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC

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.

Keywords: Digital; Storytelling; creation; archetypal myths; brand association; fashion; luxury; blogs

Kristine de Valck, G. Kretz. Pixelize me': Digital Storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs. Russel Belk (ed.). Research in Consumer Behavior, Emerald Group Publishing Limited, pp. 313-332, 2011, ⟨10.1108/S0885-2111(2010)0000012015⟩. ⟨hal-00692103⟩