5Aaker, David A., 1991, Managing Brand Equity, New York: Free Press.
6Amould E. J. and M. Wallendorf, 1994, "Market-oriented Ethnography: Interpretation Building and Marketing Strategy Formulation", Journal of Marketing Research, Vol.31, pp.484N504.
7Boje D. M., 2006, "Book Review Essay: Pitfalls in Storytelling Advice and Praxis", Academy of Management Review, Vol.31, pp.33-43.
8Bruce, D., 2001, "Storytelling Wins Hearts: Ten Tips for Creating Captivating Brand Stories", Marketing Magazine, Vol.106, pp.6.
9Brunet, J., 1990, "Life as narrative", Social Research, Vol.54, pp.11-32.
10Christensen, G. H., 2002, "Company Branding and Company Storytelling", Senders and Receivers, Vol.8, pp.25-58.