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Keywords: Brand stories
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (2): 375–399.
Published: 16 December 2021
.... It introduces the PPA as one way marketers can help customers achieve this goal of conversation. © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Storytelling Brand stories Word-of-mouth Willingness to pay Narratives On each bottle of wine sold...
