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

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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

언어ENG
URLhttps://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)

키워드

narrative transportation storytelling complexity advertising

저자

Matthias Glaser(University of Salzburg)
Yung Kyun Choi(Dongguk University)

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