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Title:          Beyond Advertising Narratives: Josefinas and their storytelling products
Keywords:       narrative; product narratives; storytelling; advertising; content marketing; branding
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     Item: 
      Title: Beyond Advertising Narratives: Josefinas and their storytelling products
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        Title: Abstract
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        Title: Keywords: narrative; product narratives; storytelling; advertising; content marketing; branding
       Item: 
        Title: Introduction
       Item: 
        Title: 1. Theoretical framework
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         Item: 
          Title: 1.1. Narratives: Their origin, meaning and applications
         Item: 
          Title: 1.2. Use of stories in Branding 
         Item: 
          Title: 1.3. Advertising Narratives, Digital Storytelling and Storytelling Products
       Item: 
        Title: 2. Empirical Work: From advertising narratives to product narratives
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          Title: 2.1. Methodology
         Item: 
          Title: 2.2. Findings and Discussion
       Item: 
        Title: 3. Conclusion
       Item: 
        Title: Bibliographical references
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