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The role of plot in brand story construction : a neurophysiological perspective
Kühn, Stefanie; Boshoff, Christo - In: Journal of strategic marketing 31 (2023) 2, pp. 471-497
Persistent link: https://www.econbiz.de/10014304464
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Using single-neuron recording in marketing : opportunities, challenges, and an application to fear enhancement in communications
Cerf, Moran; Greenleaf, Eric A.; Meyvis, Tom; Morwitz, … - In: Journal of marketing research : JMR 52 (2015) 4, pp. 530-545
Persistent link: https://www.econbiz.de/10011337503
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How to influence the brand attitude of the audience by micro-films
Yu, Hueiju; Chang, Yu-ting - In: Journal of promotion management : JPM 19 (2013) 5, pp. 674-686
Persistent link: https://www.econbiz.de/10010233239
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Crafting emotional engagement and immersive experiences : comprehensive scale development for and validation of hospitality marketing storytelling involvement
Ahmed, Sohel; Sharif, Taimur; Ding Hooi Ting; Sharif, … - In: Psychology & marketing 41 (2024) 7, pp. 1514-1529
Persistent link: https://www.econbiz.de/10014555546
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Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector
Culqui-Salazar, Raul Enrique; Alvarez-Altamirano, Katerina - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 192-207
Persistent link: https://www.econbiz.de/10014340170
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Stories or expositive messages? : comparing their effectiveness in corporate social responsibility communication
Pérez, Andrea; Baraibar-Diez, Elisa; Garcia de los … - In: International journal of business communication : IJBC … 61 (2024) 2, pp. 360-384
Persistent link: https://www.econbiz.de/10014635509
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Charitable organizations' storytelling influence on donors' emotions and intentions
Merchant, Altaf; Ford, John B.; Sargeant, Adrian - In: Journal of business research : JBR 63 (2010) 7, pp. 754-762
Persistent link: https://www.econbiz.de/10003984877
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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
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Using EEG to Examine the Role of Attention, Working Memory, Emotion, and Imagination in Narrative Transportation
Gordon, Ross - 2018
in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion, and … memory, and emotion were high before attenuating with some introspection at the end of this segment. During the story segment … of the videos attention, working memory, and emotion were also high, with attention decreasing later on but working …
Persistent link: https://www.econbiz.de/10012934979
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Perceived resiliency : the influence of resilience narratives on attribution processes in selection
King, Danielle D.; Lyons, Brent; Phetmisy, Cassandra N. - In: Journal of vocational behavior 131 (2021), pp. 1-22
Persistent link: https://www.econbiz.de/10013271257