Echoing the golden legends: storytelling archetypes and their impact on brand perceived value
Author:
Affiliation:
1. IAE-IREGE, University Savoie Mont-Blanc, Annecy, France
2. Department of Consumption Research, University of Economics in Katowice, Katowice, Poland
Funder
National Science Center
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0267257X.2020.1831577
Reference82 articles.
1. What are Your Signature Stories?
2. The Malleable Self: The Role of Self-Expression in Persuasion
3. When consumers love their brands: Exploring the concept and its dimensions
4. Symbolic and functional positioning of brands
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