Concepedia

Narrative Advertising

Narrative Advertising is a persuasive communication strategy that employs a structured storyline with characters, plot, and temporal progression to convey brand messages, distinguishing itself from other advertising forms through its reliance on narrative elements to foster emotional engagement and enhance message recall.

109

Publications

8.7K

Citations

200

Authors

124

Institutions

Publications per year

2017–2026

57

Parents

Publications

109

IMAGINE YOURSELF IN THE PRODUCT : Mental Simulation, Narrative Transportation, and Persuasion

Jennifer Edson Escalas · Journal of Advertising · 2004 · 804 citations

, , +17

Narrative Processing: Building Consumer Connections to Brands

Jennifer Edson Escalas · Journal of Consumer Psychology · 2004 · 736 citations

, , +14

Self‐Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration

Jennifer Edson Escalas · Journal of Consumer Research · 2007 · 704 citations

, , +10

Communicating Experiences: A Narrative Approach to Creating Service Brand Image

Dan Padgett, Douglas E. Allen · Journal of Advertising · 1997 · 485 citations

, , +15

Narrative and Persuasion in Fashion Advertising

Barbara J. Phillips, Edward F. McQuarrie · Journal of Consumer Research · 2010 · 346 citations

, , +17

1–5 of 109

Authors

200

  1. JE
    Jennifer Edson Escalas

    Vanderbilt University, United States

    5 publications · 2.4K citations

    5

    h-index

  2. CC
    Chingching Chang

    National Chengchi University, Taiwan

    4 publications · 327 citations

    4

    h-index

  3. EK
    eunjin Kim

    University of Southern California, United States

    3 publications · 301 citations

    3

    h-index

  4. BB
    Barbara B. Stern

    Rutgers, The State University of New Jersey, United States

    3 publications · 480 citations

    3

    h-index

  5. AS
    Anna S. Mattila

    Pennsylvania State University, United States

    3 publications · 217 citations

    3

    h-index

1–5 of 200

Institutions

124

  1. Pennsylvania State University

    State College, United States

    5 h-index

    6 publications

    347 citations

  2. National Chengchi University

    Taipei, Taiwan

    4 h-index

    4 publications

    327 citations

  3. Boise State University

    Boise, United States

    3 h-index

    6 publications

    221 citations

  4. Southern Methodist University

    Dallas, United States

    3 h-index

    3 publications

    285 citations

  5. Dongguk University

    Seoul, South Korea

    2 h-index

    3 publications

    252 citations

  6. University of Arizona

    Tucson, United States

    2 h-index

    2 publications

    1.5K citations

  7. Virginia Commonwealth University

    Richmond, United States

    2 h-index

    2 publications

    107 citations

  8. Yuan Ze University

    Taoyuan District, Taiwan

    2 h-index

    2 publications

    157 citations

1–8 of 124

Venues

  1. Journal of Advertising

    14 publications · 2.2K citations

    13

    h-index

  2. International Journal of Advertising

    IJA · 4 publications · 193 citations

    4

    h-index

  3. Journal of Business Research

    JBR · 4 publications · 559 citations

    4

    h-index

  4. Journal of Health Communication

    3 publications · 181 citations

    4

    h-index

  5. Journal of Consumer Research

    JCR · 4 publications · 1.3K citations

    4

    h-index

1–5