The influence of storytelling on the consumer-brand relationship experience
Cátia Fernandes Crespo, Alcina Gaspar Ferreira, Ricardo Moita Cardoso
| Year of publication: |
2023
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|---|---|
| Authors: | Crespo, Cátia Fernandes ; Ferreira, Alcina Gaspar ; Cardoso, Ricardo Moita |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 11.2023, 1, p. 41-56
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| Subject: | Affective involvement | Consumer relationship experience | Consumer-brand identification | Narrative structure | Purchase intention | Storytelling | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Persönlichkeitspsychologie | Personality psychology | Markentreue | Brand loyalty | Markenimage | Brand image | Markenführung | Brand management | Kundenzufriedenheit | Customer satisfaction | Emotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-021-00149-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014250028