Hajdas, Monika; Radomska, Joanna; Szpulak, Aleksandra; … - In: International journal of management and economics 58 (2022) 1, pp. 17-32
associations. Design/methodology/approach: An experimental design was used to test the proposed conceptual model and examine the … impact of brand narrative on brand associations. Data were collected using an online survey from a random group of 432 … narratives represented by distinctive retirement cultural codes had an impact on brand associations. Partial relation was found …