Open AccessThe Influence of Brand Storytelling Strategy on Consumer Sympathy, Brand Attitude, and Interactive Consumer-Brand Relations in Intangible Service Products
Author(s) -
서상희
Publication year - 2016
Publication title -
gwanggo pr silhak yeongu/gwanggo pr silhag yeon-gu
Language(s) - English
Resource type - Journals
eISSN - 2713-8305
pISSN - 2005-2618
DOI - 10.21331/jprapr.2016.9.2.004
Subject(s) - advertising , sympathy , business , brand awareness , brand extension , service (business) , marketing , brand management , psychology , social psychology