The impact of storytelling on the consumer brand experience: The case of a firm-originated story
Journal of Brand ManagementPublished 2 March 2012
Anna Lundqvist, Veronica Liljander, Johanna Gummerus, Allard C.R. van Riel
Citations270
SJR quartileQ1
SJR score1.51
SNIP1.89
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Social SciencesArts and HumanitiesBusiness, Management and Accounting
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