Originality/value of chapter
By illuminating the dynamism and evolution of brands and branding practices, this chapter offers exploratory insights into a scarcely explored aspect of the brand experience.
Narsey, V. and Antonia Russell, C. (2014), "Behind the Revealed Brand: Exploring the Brand Backstory Experience", Consumer Culture Theory (Research in Consumer Behavior, Vol. 15), Emerald Group Publishing Limited, pp. 297-323. https://doi.org/10.1108/S0885-2111(2013)0000015020Download as .RIS
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