Enhancing perceived product value through peripheral product anecdotes
Hillary J.D. Wiener and Joshua Wiener and Todd Arnold
| Year of publication: |
2022
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|---|---|
| Authors: | Wiener, Hillary J. D. ; Wiener, Joshua L. ; Arnold, Todd |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 56.2022, 2, p. 375-399
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| Subject: | Brand stories | Narratives | Storytelling | Willingness to pay | Word-of-mouth | Narrative Methode | Narrative method | Zahlungsbereitschaftsanalyse | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-07-2020-0538 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013173434