The effect of narrative on advertising persuasiveness: the moderating role of concreteness language: an abstract

Valentina Pitardi; Laurence Dessart

doi:10.1007/978-3-319-99181-8_1

The effect of narrative on advertising persuasiveness: the moderating role of concreteness language: an abstract

Valentina Pitardi, Laurence Dessart

KEDGE Business School

Research output: Contribution to conference › Abstract › peer-review

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Abstract

Published In: Nina Krey & Patricia Rossi (Eds.) (2018). Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.

Original language	English
Pages	1-2
DOIs	https://doi.org/10.1007/978-3-319-99181-8_1
Publication status	Published - 28 Nov 2018
Event	Academy of Marketing Science (AMS) Annual Conference - New Orleans, United States Duration: 23 May 2018 → 25 May 2018

Conference

Conference	Academy of Marketing Science (AMS) Annual Conference
Country/Territory	United States
City	New Orleans
Period	23/05/18 → 25/05/18

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10.1007/978-3-319-99181-8_1

The Effect of Narrative on Advertising Persuasiveness
The final authenticated version is available online at: http://dx.doi.org/10.1007/978-3-319-99181-8_1.
Accepted author manuscript (Post-print), 332 KB

http://link.springer.com/10.1007/978-3-319-99181-8_1

Cite this

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title = "The effect of narrative on advertising persuasiveness: the moderating role of concreteness language: an abstract",

abstract = "Published In: Nina Krey \& Patricia Rossi (Eds.) (2018). Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.",

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AU - Dessart, Laurence

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N2 - Published In: Nina Krey & Patricia Rossi (Eds.) (2018). Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.

AB - Published In: Nina Krey & Patricia Rossi (Eds.) (2018). Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer.

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DO - 10.1007/978-3-319-99181-8_1

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T2 - Academy of Marketing Science (AMS) Annual Conference

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The effect of narrative on advertising persuasiveness: the moderating role of concreteness language: an abstract

Abstract

Conference

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Cite this