Narrative or non-narrative? : the effects of short video content structure on mental simulation and resort brand attitude
Xin Wang, Ivan Ka Wai Lai, Yan Lu, and Xinyu Liu
| Year of publication: |
2023
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| Authors: | Wang, Xin ; Lai, Ivan K. W. ; Lu, Yan ; Liu, Xinyu |
| Published in: |
Journal of hospitality marketing & management. - London [u.a.] : Routledge, Taylor and Francis Group, ISSN 1936-8631, ZDB-ID 2486892-9. - Vol. 32.2023, 5, p. 593-614
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| Subject: | background music tempo | Mental simulation | narrative content structure | resort brand attitude | short video promotion | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Werbewirkung | Advertising effects | Simulation | Markenartikel | Brand | Kognition | Cognition | Markenführung | Brand management | Markenimage | Brand image | Musik | Music |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/19368623.2023.2196271 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014319780