One brand, many trajectories : narrative navigation in transmedia
Stephanie Feiereisen, Dina Rasolofoarison, Cristel Antonia Russell, Hope Jensen Schau
| Year of publication: |
2021
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|---|---|
| Authors: | Feiereisen, Stephanie ; Rasolofoarison, Dina ; Russell, Cristel Antonia ; Schau, Hope Jensen |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 48.2021, 4, p. 651-681
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| Subject: | narrative | narrative transportation | narrative brand | transmedia | CCT | brand storytelling | Narrative Methode | Narrative method | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucaa046 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012799035