Impact of digital storytelling on improving brand image among consumers
Jaspreet Kaur, Shweta Saini, Abhishek Behl and Archana Poonia
| Year of publication: |
2024
|
|---|---|
| Authors: | Kaur, Jaspreet ; Saini, Shweta ; Behl, Abhishek ; Poonia, Archana |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 8, p. 1348-1376
|
| Subject: | brand | consumers | Digital | storytelling | UTAUT | Narrative Methode | Narrative method | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Digitalisierung | Digitization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2024.2403760 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015183033