Emotional roller coaster along the customer journey – A narrative approach to consumer-brand relationship development
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
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Author
Date
2019
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
73
Series
Description
Thesis advisor
Luoma, JukkaKeywords
consumer-brand relationship, emotional connection, customer experience, customer journey, touch point, narrative research
