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Keywords: Narrative branding
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Journal Articles
Frameworks for consumers’ narratives in a changing marketplace: Banking and the financial crisis
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Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (7): 892–906.
Published: 04 September 2017
... including elicitation and use of consumer narratives, branding and communication in a changing marketplace, and consumer failure in co-creation of value (Cayla and Arnould 2013 ; Osili and Paulson, 2014 ; Shao et al., 2015). The paper begins with a literature review. Then a methods discussion...
