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Keywords: Theming and storytelling
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Journal Articles
A conceptual framework for co-creating memorable experiences: the metaphor of the journey
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (1): 67–86.
Published: 14 October 2022
.... A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data. Findings The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism...
