Fact versus fiction : blending storytelling with product attributes in advertisements
Year of publication: |
2024
|
---|---|
Authors: | Krause-Galoni, Rebecca ; Rucker, Derek D. |
Published in: |
Journal of the Association for Consumer Research : JACR. - Chicago, IL : University of Chicago Press, ISSN 2378-1823, ZDB-ID 2844608-2. - Vol. 9.2024, 1, p. 58-70
|
Subject: | Narrative Methode | Narrative method | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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