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Keywords: Online interactivity
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Journal Articles
Impact of product vs brand storytelling on online customer experience
Available to Purchase
International Journal of Wine Business Research (2024) 36 (3): 370–405.
Published: 11 June 2024
... role of storytelling in creating compelling brand narratives and fostering consumer identification with the brand (Xie, 2021 ; Keller, 2020). e-commerce Storytelling Online shopping Purchase intention Brand management Customer experience Online interactivity The wine industry...
