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Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue

This introduction reviews core principles of storytelling theory. The article explains basic propositions of good storytelling. A brief summary of each of the six articles that follow appears. The article extends a note of appreciation to the members of the special editorial board for this issue and...

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Bibliographic Details
Main Author:	Woodside, Arch
Format:	Journal Article
Published:	John Wiley & Sons 2010
Online Access:	http://hdl.handle.net/20.500.11937/6431

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