(Un)bothered by the story's ambiguity : how individual differences in consumers' need for closure affect transportation and brand attitude in narrative ads
Matthias Glaser, Yung Kyun Choi, and Hans Baumgartner
| Year of publication: |
2024
|
|---|---|
| Authors: | Glaser, Matthias ; Choi, Yung Kyun ; Baumgartner, Hans |
| Published in: |
Journal of the Association for Consumer Research : JACR. - Chicago, IL : University of Chicago Press, ISSN 2378-1823, ZDB-ID 2844608-2. - Vol. 9.2024, 1, p. 46-57
|
| Subject: | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1086/727833 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014633397