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Narrative ads: The effect of argument strength and story format · Study

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ArticleNarrative ads: The effect of argument strength and story format

Nai‐Hwa Lien2011

Article2011

Narrative ads: The effect of argument strength and story format

Nai‐Hwa Lien · Yi‐Ling Chen

173 citations·0/0 files stored·Journal of Business Research

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Media Influence and Health Marketing and Advertising Strategies Literature, Culture, and Aesthetics

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2000The role of transportation in the persuasiveness of public narratives.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1965The Impact of Television Advertising: Learning Without Involvement 2004Narrative Processing: Building Consumer Connections to Brands 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads 2004IMAGINE YOURSELF IN THE PRODUCT : Mental Simulation, Narrative Transportation, and Persuasion

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2014The effects of online product presentation on consumer responses: A mental imagery perspective 2021How the destination short video affects the customers' attitude: The role of narrative transportation 2019How stories generate consumer engagement: An exploratory study 2021Effectiveness of Travel Social Media Influencers: A Case of Eco-Friendly Hotels 2018

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2010The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative adsarticle · 8 shared references 2018Short brand stories on packaging: An examination of consumer responsesarticle · 8 shared references 2019How stories generate consumer engagement: An exploratory studyarticle · 7 shared references 2009"Being Hooked" By Editorial Content: The Implications for Processing Narrative Advertisingarticle · 7 shared references 2010In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog postsarticle · 7 shared references 2018Do ads that tell a story always perform better? The role of character identification and character type in storytelling adsarticle · 7 shared references

Details

Year2011

Typearticle

Published2011-12-30

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations173

Files0 public / 0

ShelfMedia Influence and Health

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doi10.1016/j.jbusres.2011.12.016

openalex_workW2005249702

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Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels

2018Applying experiential marketing in selling tourism dreams

2013Narrative online advertising: identification and its effects on attitude toward a product

2019A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products