THE INFLUENCE OF DIGITAL BRAND STORY ON CONSUMER BRAND ATTITUDE AND BEHAVIOR INTENTION TOWARDS DIGITAL APPLICATIONS
Brand story is a means of connecting and communicating products and brands to consumers. However, with the accelerated use of digital technologies, consumers have become bombarded with different types of ads – brand story included – which makes creating a meaningful connection with consumers thro...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/66696 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
