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Keywords: Narrative structure
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (7): 774–788.
Published: 24 October 2024
...Abhigyan Sarkar; Juhi Gahlot Sarkar; Gunjan Dandotiya Purpose This research aims to empirically test the boundary conditions under which the archetype-based narrative structure of storytelling brand advertisement through internal endorsement can generate brand love by making the consumers...
