RAO, Urooba; MAZHAR ALI; RUBAB, Shafaq. Unveiling the Power of Storytelling: A Comparative Analysis of Consumer vs. Brand Narratives in Shaping Favorable Attitude Toward Brands Through Emotions and Cognition. International Journal of Management Research and Emerging Sciences, [S. l.], v. 14, n. 3, 2024. DOI: 10.56536/ijmres.v14i3.609. Disponível em: https://ijmres.pk/index.php/IJMRES/article/view/609.. Acesso em: 9 feb. 2025.