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Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands

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Persistent link: https://www.econbiz.de/10013270437

Can brand experience shorten consumers' psychological distance toward the brand? : the effect of brand experience on consumers' construal level

Kim, Dong Hoo; Song, Doori - In: The journal of brand management : an international journal 26 (2019) 3, pp. 255-267

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The impact of storytelling on the consumer brand experience : the case of a firm-originated story

Lundqvist, Anna; Liljander, Veronica; Gummerus, Johanna; … - In: The journal of brand management : an international journal 20 (2012/13) 4, pp. 283-297

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The activist brand and the transformational power of resistance : towards a narrative conceptual framework

Andersen, Sophie Esmann; Johansen, Trine Susanne - In: The journal of brand management : an international journal 31 (2024) 2, pp. 140-152

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Brands as personal narratives : learning from user-YouTube-brand interactions

Sashittal, Hemant Chaitanya; Jassawalla, Avan R. - In: The journal of brand management : an international journal 28 (2021) 6, pp. 657-670

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The effect of a green brand story on perceived brand authenticity and brand trust : the role of narrative rhetoric

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Arctic narratives : brewing a brand with neolocalism

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Building self-brand connections : exploring brand stories through a transmedia perspective

Granitz, Neil; Forman, Howard - In: The journal of brand management : an international journal 22 (2015) 1, pp. 38-59

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The role of storytelling in the creation of brand love : the PANDORA case

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Engaging through storytelling : the interplay of engagement with a story, cause, and charity

Kaczorowska, Karolina; Conduit, Jodie; Goodman, Steven - In: The journal of brand management : an international journal 31 (2024) 3, pp. 265-292

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