The impact of storytelling on the consumer brand experience : the case of a firm-originated story
Anna Lundqvist; Veronica Liljander; Johanna Gummerus; Allard Van Riel
| Year of publication: |
2013
|
|---|---|
| Authors: | Lundqvist, Anna ; Liljander, Veronica ; Gummerus, Johanna ; Riel, Allard C. R. van |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 4, p. 283-297
|
| Subject: | Markenführung | Brand management | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Kosmetikindustrie | Cosmetics industry | Finnland | Finland |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009729357