The role of storytelling in the creation of brand love : the PANDORA case
Year of publication: |
2022
|
---|---|
Authors: | Dias, Patrícia ; Cavalheiro, Rita |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 29.2022, 1, p. 58-71
|
Subject: | Storytelling | Brand love | Love brands | Product narrative | Marketing | Markenführung | Brand management | Narrative Methode | Narrative method | Emotion | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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