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Padgett, D., & Allen, D. (1997). Communicating Experiences: A Narrative Approach to Creating Service Brand Image. Journal of Advertising, 26, 49-62. http://www.jstor.org/stable/4189050?origin=JSTOR-pdf&seq=1#page_scan_tab_contents http://dx.doi.org/10.1080/00913367.1997.10673535

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