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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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Narrative persuasion
Barron, Kai; Fries, Tilman - 2024 - revised
persuasion. Our results reveal several insights. First, narratives are persuasive: We find that they systematically shift beliefs … anticipated by narrative-senders, who systematically tailor their narratives to the facts. Fourth, the features of a competing …
Persistent link: https://www.econbiz.de/10014532535
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Narrative persuasion
Barron, Kai; Fries, Tilman - 2024
persuasion. Our results reveal several insights. First, narratives are persuasive: We find that they systematically shift beliefs … anticipated by narrative-senders, who systematically tailor their narratives to the facts. Fourth, the features of a competing …
Persistent link: https://www.econbiz.de/10014537296
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Never tickle a sleeping bookworm: how readers devour Harry Potter
Patterson, Tony; Brown, Stephen - In: Marketing Intelligence & Planning 27 (2009) 6, pp. 818-832
midnight. Originality/value – In a world where brands are narratives and consumers are readers, this paper shows that there are …
Persistent link: https://www.econbiz.de/10014946182
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(Un)willing to engage? : first look at the engagement types of millennials
Rissanen, Hilkka; Luoma-Aho, Vilma - In: Corporate communications : an international journal 21 (2016) 4, pp. 500-515
Persistent link: https://www.econbiz.de/10011626272
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Brand placement repetition in a fictional text
Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 38-59
Persistent link: https://www.econbiz.de/10011687876
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Emoji your story : the advertising effectiveness of emoji-based narratives
Haltmayer, Vanessa; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 43 (2021) 1/2, pp. 67-94
Persistent link: https://www.econbiz.de/10012600964
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Enhancing perceived product value through peripheral product anecdotes
Wiener, Hillary J. D.; Wiener, Joshua L.; Arnold, Todd - In: European journal of marketing 56 (2022) 2, pp. 375-399
Persistent link: https://www.econbiz.de/10013173434
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Universal emotional arc structure in advertisements and their favorability
Ghosh, Aruni; Deb, Madhurima - In: European journal of marketing 56 (2022) 4, pp. 1232-1267
Persistent link: https://www.econbiz.de/10013350959
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Effects of narratives, frames, and involvement on health message effectiveness
Vafeiadis, Michail; Shen, Fuyuan - In: Health marketing quarterly 39 (2022) 3, pp. 213-229
Persistent link: https://www.econbiz.de/10013417444