Original paper
The impact of storytelling on the consumer brand experience: The case of a firm-originated story
Anna Lundqvist,Veronica Liljander,Allard van Riel
Paper Details
Title
The impact of storytelling on the consumer brand experience: The case of a firm-originated story
Published Date
Mar 2, 2012
Journal
Volume
20
Issue
4
Pages
283 - 297
Notes
History