The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer-brand relationship and show how a co-creation process in the evolution of a brand's storytelling content contributes to large and positive consumer responses.
|Number of pages||1|
|Publication status||Published - 30 Oct 2016|
|Event||Association for Consumer Research (ACR) North American Conference - Berlin, Germany|
Duration: 27 Oct 2016 → 30 Oct 2016
|Conference||Association for Consumer Research (ACR) North American Conference|
|Period||27/10/16 → 30/10/16|