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Keywords: Narratives
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Journal Articles
Journal of Product & Brand Management (2022) 31 (2): 265–278.
Published: 04 June 2021
... 25 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Narratives Brand attitude Brand storytelling Brand story Consumer stories A story provides a structure for our perceptions; only through stories do facts assume any...
Journal Articles
Journal of Product & Brand Management (2020) 29 (6): 831–847.
Published: 11 June 2020
...Bennie Eng; Cheryl Burke Jarvis Purpose This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role...
Journal Articles
Journal of Product & Brand Management (2011) 20 (6): 436–439.
Published: 20 September 2011
... that they have at their disposal and that can be extremely helpful to address the future research agenda of this field. Brand management Brand heritage Luxury brands Brand equity Narratives The world in which we live is far more complex today than it was just a few years ago because of a feverish...
