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Keywords: Immersion
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Journal Articles
Journal of Product & Brand Management (2021) 30 (4): 626–638.
Published: 04 September 2020
...Elena Delgado-Ballester Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing...
