Brands as personal narratives : learning from user-YouTube-brand interactions
Hemant C. Sashittal, Avan R. Jassawalla
| Year of publication: |
2021
|
|---|---|
| Authors: | Sashittal, Hemant Chaitanya ; Jassawalla, Avan R. |
| Subject: | Brands as personal narratives | YouTube users | Social dread | Rabbit holing | Comfort finding | Markenimage | Brand image | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-021-00248-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012792878