Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising
by Marie Spies and Heribert Gierl
| Year of publication: |
2022
|
|---|---|
| Authors: | Spies, Marie ; Gierl, Heribert |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 44.2022, 4, p. 22-52
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| Subject: | Narrative Advertising | Strength of Emotions | Narrative Transportation | Protection Motivation | Emotion | Narrative Methode | Narrative method | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013473080