Abstract
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.
| Original language | English |
|---|---|
| Pages | 728-728 |
| 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
| Conference | Association for Consumer Research (ACR) North American Conference |
|---|---|
| Country/Territory | Germany |
| City | Berlin |
| Period | 27/10/16 → 30/10/16 |