The influence of storytelling on the consumer-brand relationship experience
Year of publication: |
2023
|
---|---|
Authors: | Crespo, Cátia Fernandes ; Ferreira, Alcina Gaspar ; Cardoso, Ricardo Moita |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 11.2023, 1, p. 41-56
|
Subject: | Affective involvement | Consumer relationship experience | Consumer-brand identification | Narrative structure | Purchase intention | Storytelling | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenartikel | Brand |
-
The dynamic construction of brand storytelling
Aimé, Isabelle, (2023)
-
How to influence the brand attitude of the audience by micro-films
Yu, Hueiju, (2013)
-
Mills, Scott, (2015)
- More ...
-
Ferreira, Alcina Gaspar, (2021)
-
Ferreira, Alcina Gaspar, (2022)
-
The impact of country of origin on brand equity: An analysis of the wine sector
Passagem, Nadia, (2020)
- More ...