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    • Storytelling brand: An experience that creates a path for brand loyalty? 

      Lopera Gonzalez, Lady Yohana (Universidad EIAOtroEscuela de Ciencias Económicas y AdministrativasEnvigado (Antioquia, Colombia), 2013)
      ABSTRACT: Storytelling brands are able to build meaningful consumer-brand relationships, due to their capacity to evoke emotions, create attachments and accomplish remembrance through symbolic contexts and powerful metaphors. ...