The persuasive effectiveness of mini-films : narrative transportation and fantasy proneness
Year of publication: |
2015
|
---|---|
Authors: | Chen, Tsai |
Published in: |
Journal of consumer behaviour : an international research review. - Chichester : Wiley, ISSN 1472-0817, ZDB-ID 2194377-1. - Vol. 14.2015, 1, p. 21-27
|
Subject: | Film | Emotionale Werbung | Emotional branding | Markenführung | Brand management | Product Placement | Product placement |
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