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The impact of storytelling on the consumer brand...

The impact of storytelling on the consumer brand experience: The case of a firm-originated story

Lundqvist, Anna, Liljander, Veronica, Gummerus, Johanna, van Riel, Allard
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Volume:
20
Language:
english
Journal:
Journal of Brand Management
DOI:
10.1057/bm.2012.15
Date:
February, 2013
File:
PDF, 152 KB
english, 2013
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