Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention
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- Kuang, Di & Ma, Baolong & Wang, Hong, 2022. "The relative impact of advertising and referral reward programs on the post-consumption evaluations in the context of service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
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Keywords
brand image; brand identity; brand storytelling;All these keywords.
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