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Corporate brand building from the corporate stories perspective: a Brazilian football teams study
2017
Cadernos EBAPE.BR
The study aims to investigate the content of corporate stories of the Brazilian's football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the
doi:10.1590/1679-395151090
fatcat:kohemkjmxnhxrbgvsk3nuvqjpi