When Brand Narratives are Written in Metaphoric Terms, Can They Weaken Self–Brand Connections?

Abstract

Previous articleNext article No AccessWhen Brand Narratives are Written in Metaphoric Terms, Can They Weaken Self–Brand Connections?Sydni Fomas Do, Martin Reimann, Alberto López, and Raquel CastañoSydni Fomas Do Search for more articles by this author , Martin Reimann Search for more articles by this author , Alberto López Search for more articles by this author , and Raquel Castaño Search for more articles by this author PDFPDF PLUS Add to favoritesDownload CitationTrack CitationsPermissionsReprints Share onFacebookTwitterLinkedInRedditEmailPrint SectionsMoreDetailsFiguresReferencesCited by Journal of the Association for Consumer Research Just Accepted Sponsored by the Association for Consumer Research Article DOIhttps://doi.org/10.1086/727831 HistoryAccepted August 31, 2023 © 2023 The Association for Consumer Research. All Rights reserved.PDF download Crossref reports no articles citing this article.