Echoing the golden legends: storytelling archetypes and...

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Echoing the golden legends: storytelling archetypes and their impact on brand perceived value

Ganassali, Stéphane, Matysiewicz, Justyna
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Journal:
Journal of Marketing Management
DOI:
10.1080/0267257X.2020.1831577
Date:
October, 2020
File:
PDF, 966 KB
2020
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