The impact of storytelling on the consumer brand experience: The case of a firm-originated story
Lundqvist, Anna, Liljander, Veronica, Gummerus, Johanna, van Riel, AllardVolume:
20
Language:
english
Journal:
Journal of Brand Management
DOI:
10.1057/bm.2012.15
Date:
February, 2013
File:
PDF, 152 KB
english, 2013