The impact of storytelling on the consumer brand experience: the case of a firm-originated story

Anna Lundqvist, Veronica Liljander, Johanna Gummerus, Allard van Riel

Research output: Contribution to journalArticleScientificpeer-review

57 Citations (Scopus)
Original languageEnglish
Peer-reviewed scientific journalJournal of Brand Management
Volume20
Issue number4
Pages (from-to)283-297
ISSN1350-231X
DOIs
Publication statusPublished - 2013
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • storytelling
  • brand associations
  • experiment
  • brand value
  • brand experience
  • KOTA2012
  • Equis Base Room
  • Customers and Relations

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