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Keywords: Narrative brands
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Journal Articles
Journal of Product & Brand Management (2023) 32 (8): 1274–1286.
Published: 25 July 2023
...Jacqueline Burgess; Christian Martyn Jones Purpose This study aims to investigate consumer perceptions of inauthenticity due to adulteration of a narrative brand ending by using the research context of the final season and ending of the television series, Game of Thrones. Design...
