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Charity appeal story with a tribal stigma anti-climax twist : consequences of revealing unanticipated information in storytelling

Nguyen, Doan T. - In: Journal of strategic marketing 23 (2015) 4, pp. 337-352

Persistent link: https://www.econbiz.de/10011405799

Augmented reality advertising via a mobile app

Sung, Eunyoung; Han, Dai-In Danny; Choi, Yung Kyun - In: Psychology & marketing 39 (2022) 3, pp. 543-558

Persistent link: https://www.econbiz.de/10012817135

When goliaths win and davids lose : the moderating role of perceived risk in brand biography effects

Tezer, Ali; Bodur, H. Onur; Grohmann, Bianca - In: Psychology & marketing 39 (2022) 1, pp. 27-45

Persistent link: https://www.econbiz.de/10012796056

One brand, many trajectories : narrative navigation in transmedia

Feiereisen, Stephanie; Rasolofoarison, Dina; Russell, … - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 651-681

Persistent link: https://www.econbiz.de/10012799035

Exploring the impact of online graphic narratives in consumer health promotion : a type 2 diabetes study

Luna-Nevarez, Cuauhtemoc - In: Health marketing quarterly 38 (2021) 4, pp. 315-333

Persistent link: https://www.econbiz.de/10012802284

Echoing the golden legends : storytelling archetypes and their impact on brand perceived value

Ganassali, Stéphane; Matysiewicz, Justyna - In: Journal of marketing management : JMM ; journal of the … 37 (2021) 5/6, pp. 437-463

Persistent link: https://www.econbiz.de/10012515279

Drivers and consequences of business-reference-content (BRC) : the role of narrative transportation in B2B communication

Jung, Chang Mo - In: Journal of business economics and management 22 (2021) 5, pp. 1323-1341

COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints....

Persistent link: https://www.econbiz.de/10013256737

Mixed feelings enhance the effectiveness of luxury advertising

Bandyopadhyay, Argho; Septianto, Felix; Nallaperuma, … - In: Australasian marketing journal : AMJ ; official journal … 30 (2022) 1, pp. 28-34

Persistent link: https://www.econbiz.de/10012698466

Existential isolation ... press play to escape

Jones, Scott - In: Marketing theory 20 (2020) 2, pp. 203-210

Persistent link: https://www.econbiz.de/10012230858

Product placement versus conventional advertising : the impact on brand choice of integrating promotional stimuli into movies

Redondo, Ignacio; Bernal, Jorge - In: Journal of promotion management : JPM 22 (2016) 6, pp. 773-791

Persistent link: https://www.econbiz.de/10011632059