THE EFFECTIVITY OF TRANSMEDIA BRAND STORYTELLING ON HARRY POTTER TOWARDS BRAND LOYALTY IN INDONESIA
Transmedia brand storytelling is one of the new creative strategies to control brand message in an engaging way across technology platforms. However, there are limited studies that explain how this method affects brand loyalty. Harry Potter, as a brand, is being used to explore problem regarding thi...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/64708 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |