The role of storytelling in the creation of brand love: the PANDORA case
- 6 October 2021
- journal article
- research article
- Published by Springer Science and Business Media LLC in Journal of Brand Management
- Vol. 29 (1), 58-71
- https://doi.org/10.1057/s41262-021-00254-6
Abstract
The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to poKeywords
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