Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising
Year of publication: |
2022
|
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Authors: | Spies, Marie ; Gierl, Heribert |
Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 44.2022, 4, p. 22-52
|
Subject: | Narrative Advertising | Strength of Emotions | Narrative Transportation | Protection Motivation | Emotion | Narrative Methode | Narrative method | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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