Brand stories: bringing narrative theory to brand management.
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| Title: | Brand stories: bringing narrative theory to brand management. |
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| 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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