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Keywords: Brand archetypes
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Journal Articles
Standing out or fading away: the impact of luxury brand story types on brand equity
Available to Purchase
Journal of Research in Interactive Marketing (2026) 20 (4): 473–490.
Published: 19 August 2025
... 2025 23 07 2025 25 07 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Luxury brands Brand story Consumers’ brand storytelling Brand equity Brand archetypes National Social Science Fund of China, China 24BGL117...
