The impact of storytelling on the consumer brand experience: The case of a firm-originated story
| Year of publication: |
2013
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|---|---|
| Authors: | Lundqvist, Anna ; Liljander, Veronica ; Gummerus, Johanna ; van Riel, Allard |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 20981326. - Vol. 20.2013, 4 (4.2.), p. 283-297
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