Why narrative ads work : an integrated process explanation
Eunjin (Anna) Kim, S. Ratneshwar, Esther Thorson
| Year of publication: |
April-June 2017
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| Authors: | Kim, Eunjin ; Ratneshwar, Srinivasan ; Thorson, Esther |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 46.2017, 2, p. 283-296
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| Subject: | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Narrative Methode | Narrative method |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00913367.2016.1268984 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011705769