Storytelling brand: An experience that creates a path for brand loyalty?
ABSTRACT: Storytelling brands are able to build meaningful consumer-brand relationships, due to their capacity to evoke emotions, create attachments and accomplish remembrance through symbolic contexts and powerful metaphors. The present study aims to evaluate if these relationships can constitute a...
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| Institution: | Universidad EIA |
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| Main Author: | |
| Format: | Trabajo de grado - Maestría |
| Language: | Español |
| Published: |
Universidad EIA
2013
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| Subjects: | |
| Online Access: | https://repository.eia.edu.co/handle/11190/2926 |
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