It's about our values: How founder's stories influence brand authenticity
Companies increasingly share the stories behind their brand's founding to engage consumers. The current studies explore how the motives that underlie business formation in founder's stories influence consumer brand perceptions. Specifically, stories that highlight self-transcendence (vs. s...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley-Liss Inc.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |