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Brand stories: bringing narrative theory to brand management.

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Bibliographic Details
Title: Brand stories: bringing narrative theory to brand management.
Authors: Mills, Adam J.1 (AUTHOR) ajmills@loyno.edu, John, Joby2 (AUTHOR)
Source: Journal of Strategic Marketing. Feb2025, Vol. 33 Issue 1, p35-53. 19p.
Database: Business Source Ultimate
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Description
ISSN:0965254X
DOI:10.1080/0965254X.2020.1853201