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doi.org/10.1057/bm.2012.15
Other

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

..., Allard C.R. van Riel
34
Journal of Brand Management4.00
Volume: 20, Issue: 4, Pages: 283 - 297
Published: Mar 2, 2012
Abstract
No abstract.
Paper Fields
Paper Details
Title
The impact of storytelling on the consumer brand experience: The case of a firm-originated story
DOI
doi.org/10.1057/bm.2012.15
Published Date
Mar 2, 2012
Journal
Journal of Brand Management
Volume
20
Issue
4
Pages
283 - 297
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