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When brand narratives are written in metaphoric terms, can they weaken self-brand connections?
Do, Sydni Fomas
;
Reimann, Martin
;
López, Alberto
; …
- In:
Journal of the Association for Consumer Research : JACR
9
(
2024
)
1
,
pp. 21-31
Persistent link: https://www.econbiz.de/10014633393
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