Alexandrov, Aliosha; Leisen Pollack, Birgit - In: Journal of Consumer Marketing 37 (2020) 5, pp. 501-510
Purpose: Despite the common understanding of what interestingness is, few people can explain what makes something interesting. The purpose of this paper is to explore the theoretical foundation of interestingness and test if it has merit in the branding context. It aims to help practitioners...