TY - THES ID - 147568229 TI - Co-Crafting Narratives, Forging Connections: The role of Storytelling and Co-Creation in enhancing Brand Engagement AU - Dardari, Nada AU - Dessart, Laurence AU - Kandil, Omnia PY - 2024 PB - Liège Université de Liège (ULiège) DB - UniCat KW - Brand engagement, storytelling, co-creation, brand identification, brand familiarity, brand attachement, narrative transporation, perceived uniqueness, brand attitude. KW - Sciences économiques & de gestion > Marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:147568229 AB - This master’s thesis explores how storytelling and co-creation enhance brand engagement in today’s plethora of marketing strategies It examines how these initiatives can be influenced by key aspects of brand engagement such as brand identification, attitude, and attachment, given the shift from consumers being passive recipients to active co-creators of brand narratives. ER -