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doi.org/10.1057/s41262-021-00248-4

Other

Brands as personal narratives: learning from user–YouTube–brand interactions

Hemant C. Sashittal

,

Avan R. Jassawalla

Journal of Brand Management4.00

Volume: 28, Issue: 6, Pages: 657 - 670

Published: Aug 21, 2021

Abstract

No abstract.

Paper Fields

Paper Details

Title

Brands as personal narratives: learning from user–YouTube–brand interactions

DOI

doi.org/10.1057/s41262-021-00248-4

Published Date

Aug 21, 2021

Journal

Journal of Brand Management

Volume

28

Issue

6

Pages

657 - 670

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