Narrative or non-narrative? : the effects of short video content structure on mental simulation and resort brand attitude
Year of publication: |
2023
|
---|---|
Authors: | Wang, Xin ; Lai, Ivan K. W. ; Lu, Yan ; Liu, Xinyu |
Subject: | background music tempo | Mental simulation | narrative content structure | resort brand attitude | short video promotion | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Werbewirkung | Advertising effects | Simulation | Markenartikel | Brand | Kognition | Cognition | Markenführung | Brand management | Markenimage | Brand image | Musik | Music |
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