Behind the revealed brand: Exploring the brand backstory experience

Research in Consumer Behavior

Volumn 15, Issue , 2013, Pages 297-323

  Narsey, Vanisha ^a   Russell, Cristel Antonia ^b  

^a UNIVERSITY OF AUCKLAND   (New Zealand)

^b AMERICAN UNIVERSITY   (United States)

Author keywords

Architectonics; Brand backstory; Consumer experiences; Immersion; Multisensorial experiences; Research paper

Indexed keywords

EID: 84901493041     PISSN: 08852111     EISSN: None     Source Type: Book Series    
DOI: 10.1108/S0885-2111(2013)0000015020     Document Type: Article

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