Getting more likes : the impact of narrative person and brand image on customer-brand interactions
Yaping Chang, You Li, Jun Yan, V. Kumar
| Year of publication: |
2019
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|---|---|
| Authors: | Chang, Yaping ; Li, You ; Yan, Jun ; Kumar, V. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 47.2019, 6, p. 1027-1045
|
| Subject: | In-feed social ads | Brand image | Narrative person | User likes | Markenimage | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Persönlichkeitspsychologie | Personality psychology | Markenführung | Brand management | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-019-00632-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012153432