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

Year of publication:	2011
Authors:	Hershey, Lewis ; Branch, John
Publisher:	[S.l.] : SSRN
Subject:	Narrative Methode \| Narrative method \| Marktforschung \| Market research \| Kritik \| Criticism \| Theorie \| Theory \| Literatur \| Literature

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