Sharing consumers' brand storytelling : influence of consumers' storytelling on brand attitude via emotions and cognitions
JungHwa (Jenny) Hong, Jie Yang and Barbara Ross Wooldridge and Anita D. Bhappu
| Year of publication: |
2022
|
|---|---|
| Authors: | Hong, JungHwa ; Yang, Jie ; Wooldridge, Barbara Ross ; Bhappu, Anita D. |
| Subject: | Brand attitude | Brand story | Brand storytelling | Consumer stories | Narratives | Narrative Methode | Narrative method | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Emotion | Kognition | Cognition | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2019-2485 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013164318