KOREASCHOLAR

A STORY OF SIMPLE FISH OR COMPLEX FOWLS? NON-LINEAR EFFECTS OF STORY COMPLEXITY ON TRANSPORTATION AND ANGER IN NARRATIVE ADVERTISING

Matthias Glaser, Yung Kyun Choi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/434517
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Global Fashion Management Conference
2024 Global Fashion Management Conference at Milan (2024.07)
p.360
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
narrative transportationstorytellingcomplexityadvertising
Author
  • Matthias Glaser(University of Salzburg)
  • Yung Kyun Choi(Dongguk University)