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Search: subject:"Brand story"
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Brand management
9
Markenführung
9
Brand image
8
Consumer behaviour
8
Konsumentenverhalten
8
Markenimage
7
Brand
6
Markenartikel
6
Brand story
5
Narrative Methode
4
Narrative method
4
Brand trust
2
Rhetorical strategies
2
Advertising effects
1
Affect
1
Authenticity
1
Being hooked
1
Brand attitude
1
Brand authenticity
1
Brand masculinity
1
Brand source
1
Brand storytelling
1
Character identification
1
Cognition
1
Conciseness
1
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1
Consumer generation
1
Consumer stories
1
Credibility
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Emotion
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FMCG
1
Familienunternehmen
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Family business
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Family business research
1
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1
Gender studies
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Geschlecht
1
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9
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Huang, Chaohua
2
Bhappu, Anita D.
1
Chen, Ming-yi
1
Chen, Xiang
1
Chiu, Hung-Chang
1
Fu, Xiaoxiao
1
Gordon, Susan E.
1
Guo, Rui
1
Haiyan, Ma
1
Hong, JungHwa
1
Hsieh, Yi-Ching
1
Huang, Wen-yeh
1
Lehto, Xinran Y.
1
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1
Lin, Chien-huang
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Lude, Maximilian Joachim
1
Prügl, Reinhard
1
Rauschendorfer, Natalie Nadine
1
Ryu, Kyungin
1
Solja, Eeva
1
Söderlund, Magnus
1
Tang, Yun-Chia
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The journal of product & brand management
2
Asia Pacific journal of marketing and logistics
1
European journal of marketing : EJM
1
International journal of consumer studies
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Journal of Family and Economic Issues
1
Psychology & marketing
1
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The journal of brand management : an international journal
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ECONIS (ZBW)
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1
Does character's gender matter in inspirational
brand
story
? : exploring the moderating effect of gender role conformity
Chen, Xiang
;
Wang, Cheng Lu
;
Zhou, Liying
- In:
International journal of consumer studies
47
(
2023
)
5
,
pp. 1749-1757
Persistent link: https://www.econbiz.de/10014335633
Saved in:
2
Poison or remedy? : masculinity in a pathos-based sustainable
brand
story
Huang, Chaohua
;
Zhuang, Shaoshuang
;
Haiyan, Ma
- In:
Asia Pacific journal of marketing and logistics
35
(
2023
)
8
,
pp. 1823-1838
Persistent link: https://www.econbiz.de/10014430180
Saved in:
3
Who let the dogs out? : how underdog biographies told by family firms affect consumers’ brand attitude
Lude, Maximilian Joachim
;
Prügl, Reinhard
; …
- In:
The journal of product & brand management
32
(
2023
)
5
,
pp. 774-787
Persistent link: https://www.econbiz.de/10014315443
Saved in:
4
Sharing consumers' brand storytelling : influence of consumers' storytelling on brand attitude via emotions and cognitions
Hong, JungHwa
;
Yang, Jie
;
Wooldridge, Barbara Ross
; …
- In:
The journal of product & brand management
31
(
2022
)
2
,
pp. 265-278
Persistent link: https://www.econbiz.de/10013164318
Saved in:
5
The effect of a green
brand
story
on perceived brand authenticity and brand trust : the role of narrative rhetoric
Huang, Chaohua
;
Guo, Rui
- In:
The journal of brand management : an international journal
28
(
2021
)
1
,
pp. 60-76
Persistent link: https://www.econbiz.de/10012433579
Saved in:
6
Effect of a
brand
story
structure on narrative transportation and perceived brand image of luxury hotels
Ryu, Kyungin
;
Lehto, Xinran Y.
;
Gordon, Susan E.
;
Fu, …
- In:
Tourism management : research, policies, practice
71
(
2019
),
pp. 348-363
Persistent link: https://www.econbiz.de/10011987940
Saved in:
7
Understanding the influences of story elements in service businesses
Hsieh, Yi-Ching
;
Chiu, Hung-Chang
;
Tang, Yun-Chia
;
Liu, …
- In:
Service business
12
(
2018
)
3
,
pp. 601-619
Persistent link: https://www.econbiz.de/10011915163
Saved in:
8
Short brand stories on packaging : an examination of consumer responses
Solja, Eeva
;
Liljander, Veronica
;
Söderlund, Magnus
- In:
Psychology & marketing
35
(
2018
)
4
,
pp. 294-306
Persistent link: https://www.econbiz.de/10011970152
Saved in:
9
"Being hooked" by a
brand
story
: a view of regulatory focus
Lin, Chien-huang
;
Chen, Ming-yi
- In:
European journal of marketing : EJM
49
(
2015
)
5/6
,
pp. 692-712
Persistent link: https://www.econbiz.de/10011296911
Saved in:
10
Brand
Story
and Perceived Brand Image: Evidence from Taiwan
Huang, Wen-yeh
- In:
Journal of Family and Economic Issues
31
(
2010
)
3
,
pp. 307-317
Persistent link: https://www.econbiz.de/10008678379
Saved in:
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