Story elements, narrative transportation, and schema incongruity : a framework for enhancing brand storytelling effectiveness
Year of publication: |
2023
|
---|---|
Authors: | Houghton, David M. |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 31.2023, 7, p. 1263-1278
|
Subject: | Brand storytelling | narrative | narrative transportation | schema incongruity | story | Narrative Methode | Narrative method | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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