PDF] Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative

Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of foun

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PDF] Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative

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PDF] Factors Determining Brand Equity for Retail Stores: A Market Segmentation Approach