Rao U, Mazhar Ali, Rubab S. Unveiling the Power of Storytelling: A Comparative Analysis of Consumer vs. Brand Narratives in Shaping Favorable Attitude Toward Brands Through Emotions and Cognition. IJMRES [Internet]. 2024 Oct. 3 [cited 2025 Mar. 27];14(3). Available from: https://ijmres.pk/index.php/IJMRES/article/view/609