Sharing consumers' brand storytelling : influence of consumers' storytelling on brand attitude via emotions and cognitions
JungHwa (Jenny) Hong, Jie Yang and Barbara Ross Wooldridge and Anita D. Bhappu
| Year of publication: |
2022
|
|---|---|
| Authors: | Hong, JungHwa ; Yang, Jie ; Wooldridge, Barbara Ross ; Bhappu, Anita D. |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 2, p. 265-278
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| Subject: | Brand attitude | Brand story | Brand storytelling | Consumer stories | Narratives | Markenführung | Brand management | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Emotion | Markenartikel | Brand | Kognition | Cognition | Markenimage | Brand image | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2019-2485 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013164318