Lexicon Rhetoricae : The Narrative Theory of Kenneth Burke and its Application to Marketing

The purpose of this article is to propose Lexicon Rhetoricae, the narrative theory of Kenneth Burke from the discipline of literary criticism, as a comprehensive model which helps to explain how symbolism and nonconscious processes influence the consumption experience, and which helps to reconcile the psychology of the consumption experience with the more observable stimuli of the marketing environment

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Year of publication:	2011
Authors:	Hershey, Lewis ; Branch, John
Publisher:	[S.l.] : SSRN

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Extent:	1 Online-Ressource (14 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Qualitative Market Research: An International Journal, Vol. 14, No. 2, pp. 174-187, 2011 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 16, 2011 erstellt
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014181177