Branding the Story: Avoiding Ad-Product Detachment in Narrative Ads

Autor(en)
Matthias Glaser, Heribert Reisinger
Organisation(en)
Institut für Marketing und International Business
Publikationsdatum
2020
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/branding-the-story-avoiding-adproduct-detachment-in-narrative-ads(ae94c2da-42f6-4323-8f0e-e1fa35f37fff).html