Mege, Stacia Reviany; Oematan, Grouse - In: ASEAN marketing journal : Association of Southeast … 13 (2021) 2, pp. 192-207
Manuscript type: Research Article. Research Aims: Telling a story about the past identity of a product is believed to help improve the positive perception towards the product. Certain product has gone through transformation from its past identity to new and more valuable product, known as...