Advertising Narrative is a conceptual framework within creative advertising that structures promotional content as a coherent sequence of events or experiences to convey brand messages, distinguished by its emphasis on storytelling elements such as plot, character, and emotional engagement to influence consumer perception and behavior.
146
Publications
10.4K
Citations
236
Authors
142
Institutions
Publications per year
2017–2026
48
Parents
Publications
146
1–5 of 146
Authors
236
- BBBarbara B. Stern
Rutgers, The State University of New Jersey, United States
9 publications · 882 citations
9
h-index
- CC
4
h-index
- JL
4
h-index
- JE
3
h-index
- AH
3
h-index
1–5 of 236
Institutions
142
Rutgers, The State University of New Jersey
New Brunswick, United States
5 h-index
5 publications
380 citations
Pennsylvania State University
State College, United States
4 h-index
5 publications
328 citations
National Chengchi University
Taipei, Taiwan
4 h-index
4 publications
327 citations
University of Florida
Gainesville, United States
3 h-index
4 publications
92 citations
University of Illinois Urbana-Champaign
Urbana, United States
3 h-index
5 publications
132 citations
Iwate Prefectural University
Takizawa, Japan
2 h-index
6 publications
111 citations
Universitat de València
Valencia, Spain
2 h-index
3 publications
43 citations
Yuan Ze University
Taoyuan District, Taiwan
2 h-index
2 publications
157 citations
1–8 of 142
Venues
- Journal of Advertising
21 publications · 2.6K citations
19
h-index
- Choice Reviews Online
CRO · 7 publications · 768 citations
7
h-index
- International Journal of Advertising
IJA · 6 publications · 231 citations
6
h-index
- Journal of Consumer Research
JCR · 5 publications · 1.6K citations
5
h-index
- Journal of Business Research
JBR · 4 publications · 559 citations
4
h-index
1–5