Understanding the influences of story elements in service businesses
Year of publication: |
September 2018
|
---|---|
Authors: | Hsieh, Yi-Ching ; Chiu, Hung-Chang ; Tang, Yun-Chia ; Liu, Chen-Hao |
Published in: |
Service business. - Berlin : Springer, ISSN 1862-8508, ZDB-ID 2279938-2. - Vol. 12.2018, 3, p. 601-619
|
Subject: | Brand story | Usefulness | Affect | Authenticity | Conciseness | Reversal | Humor | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Markenführung | Brand management |
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