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Examining how consumers can love brands through internal storytelling

Sarkar, Abhigyan; Sarkar, Juhi Gahlot; Dandotiya, Gunjan - In: Journal of consumer marketing 41 (2024) 7, pp. 774-788

Persistent link: https://www.econbiz.de/10015158033

The influence of storytelling on the consumer-brand relationship experience

Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; … - In: Journal of marketing analytics : JMA 11 (2023) 1, pp. 41-56

Persistent link: https://www.econbiz.de/10014250028

Universal emotional arc structure in advertisements and their favorability

Ghosh, Aruni; Deb, Madhurima - In: European journal of marketing 56 (2022) 4, pp. 1232-1267

Persistent link: https://www.econbiz.de/10013350959

How do narrative structure and format influence a 360 degree video ad?

Wang, Ruoxu; Huang, Yan - In: Journal of promotion management : innovations in … 28 (2022) 6, pp. 774-794

Persistent link: https://www.econbiz.de/10013277309

The structure of voluntary disclosure narratives : evidence from tone dispersion

Allee, Kristian D.; DeAngelis, Matthew D. - In: Journal of accounting research 53 (2015) 2, pp. 241-274

Persistent link: https://www.econbiz.de/10011281979

Using stories for advantage: the art and process of narrative

Randall, Doug; Harms, Aaron - In: Strategy & Leadership 40 (2011) 1, pp. 21-26

Purpose – The paper aims to warn executives that their strategy initiatives are at risk every time the message delivered in their speeches is not convincing or clear. The responsibility for producing a successful narrative is on leaders to transfer meaning and motivation, rather than on the...

Persistent link: https://www.econbiz.de/10015016758