The lore of the brand: an investigation into how organisations can build consumer engagement and brand affinity through a shared narrative
Citation
Fowlestone, M. G. The lore of the brand: an investigation into how organisations can build consumer engagement and brand affinity through a shared narrative. (Thesis). Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.uk/id/eprint/6152
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Keywords
Consumer engagement; brands; consumer affinity; corporate ethos; transparency; community engagement
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