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

      Lopera-González, L. Y. (Lady Yohana) (Administrativa, Financiera, Sistemas y ComputaciónEscuela de Ingeniería de Antioquia EIAUniversity of GlasgowMaestría en Mercadeo, 2014-05-15)
      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. The ...