doi.org/10.1057/bm.2012.15

Other

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

,

Veronica Liljander

,

..., Allard C.R. van Riel

Journal of Brand Management4.10

Volume: 20, Issue: 4, Pages: 283 - 297

Published: Mar 2, 2012

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

Notes

History