Rapha and its embedded storytelling
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DOI: 10.1108/jfmm-12-2016-0110
Abstract: The purpose of this paper is to explore how British cycling brand Rapha innovatively embeds stories throughout its touchpoints and in its garments.,Using narrative inquiry methodology and subjective personal introspection, it analyses published brand texts,… read more here.
Keywords: methodology; rapha; rapha embedded; embedded storytelling ... See more keywords