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[Taylor&Francis] Story elements, narrative transportation, and schema incongruity: a framework for enhancing brand storytelling effectiveness

minale06080515 Post time 2024-4-16 22:26:25 | Show all posts |Read mode
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journal£ºJournal of Strategic Marketing

Authors£ºDavid M. Houghton

Published date£º2023-10-3

DOI£º10.1080/0965254x.2021.1916570

PDF link£ºhttps://www.tandfonline.com/doi/pdf/10.1080/0965254X.2021.1916570

Article link£ºhttp://dx.doi.org/10.1080/0965254x.2021.1916570

Article Source£ºInforma UK Limited¡£


Remark£º

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George Junior Member
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