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Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads
16 references·16 citing·35 second hopsampled
Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads (2018)Do ads that tell a story always perform b…Advances in Consumer Research (2025)Advances in Consumer ResearchDigital marketing: A framework, review and research agenda (2016)Digital marketing: A framewor…Extended Self in a Digital World: Table 1. (2013)Extended Self in a Digital Wo…Motivations for Play in Online Games (2006)Motivations for Play in Onlin…Narrative Processing: Building Consumer Connections to Brands (2004)Narrative Processing: Buildin…You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands (2003)You Are What They Eat: The In…Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies (2003)Consumer–Company Identificati…Entertainment-Education and Elaboration Likelihood: Understanding the Processing of Narrative Persuasion (2002)Entertainment-Education and E…The role of transportation in the persuasiveness of public narratives. (2000)The role of transportation in…Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization (2000)Self‐categorization, affectiv…Consumers and Their Brands: Developing Relationship Theory in Consumer Research (1998)Consumers and Their Brands: D…Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations (1996)Marketing in Hypermedia Compu…The Narrative Construction of Reality (1991)The Narrative Construction of…An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising (1987)Assessing the Role of Emotion…Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Evaluating Structural Equatio…Narrative transportation: A systematic literature review and future research agenda (2024)Narrative transportation: A s…Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers (2024)Narrate, Act, and Resonate to…Strategic storytelling in the age of sustainability (2023)Strategic storytelling in the…The influence of storytelling on the consumer–brand relationship experience (2022)The influence of storytelling…Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis (2022)Impact of brand familiarity o…Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention (2021)Storytelling in online shops:…Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions (2021)Sharing consumers’ brand stor…Don’t Lose Your Product in Story Translation: How Product–Story Link in Narrative Advertisements Increases Persuasion (2021)Don’t Lose Your Product in St…An Empirical Examination of the Relationship Between Data Storytelling Competency and Business Performance (2021)An Empirical Examination of t…When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos (2020)When brands take a stand: the…The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric (2020)The effect of a green brand s…Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms (2020)Effect of underdog (vs topdog…Echoing the golden legends: storytelling archetypes and their impact on brand perceived value (2020)Echoing the golden legends: s…How stories generate consumer engagement: An exploratory study (2019)How stories generate consumer…Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue (2019)Be Social! The Impact of Self…A study of the effects of programmatic advertising on users' concerns about privacy overtime (2018)A study of the effects of pro…The psychology of interpersonal relations. 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References

  • 1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error108,884 cited
  • 2025Advances in Consumer Research13,264 cited
  • 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
  • 1991The Narrative Construction of Reality5,724 cited
  • 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations5,628 cited
  • 2000The role of transportation in the persuasiveness of public narratives.4,849 cited
  • 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies3,330 cited
  • 2006Motivations for Play in Online Games2,933 cited
  • 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context2,191 cited
  • 2016Digital marketing: A framework, review and research agenda1,701 cited
  • 2000Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization1,699 cited
  • 2013Extended Self in a Digital World: Table 1.1,691 cited
  • 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising1,636 cited
  • 2003You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands1,538 cited

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  • 2002Entertainment-Education and Elaboration Likelihood: Understanding the Processing of Narrative Persuasion1,452 cited
  • 2004Narrative Processing: Building Consumer Connections to Brands1,397 cited
  • Cited by

    • 2019How stories generate consumer engagement: An exploratory study189 cited
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    • 2024Narrative transportation: A systematic literature review and future research agenda107 cited
    • 2020The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric101 cited
    • 2021Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions90 cited
    • 2020Echoing the golden legends: storytelling archetypes and their impact on brand perceived value71 cited
    • 2019Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue64 cited
    • 2021Don’t Lose Your Product in Story Translation: How Product–Story Link in Narrative Advertisements Increases Persuasion61 cited
    • 2022The influence of storytelling on the consumer–brand relationship experience61 cited
    • 2021Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention57 cited
    • 2023Strategic storytelling in the age of sustainability54 cited
    • 2020Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms48 cited
    • 2020When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos40 cited
    • 2024Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers39 cited
    • 2021An Empirical Examination of the Relationship Between Data Storytelling Competency and Business Performance39 cited
    • 2022Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis33 cited