International Journal of Research in Marketing · 2018 · 148 citations · 68 references
Social SciencesCommunicationMarketingAdvertisingNarrative TheoryPersuasionAdvertising AudiencesAdvertising DesignAdvertising ImageryAdvertising PsychologyCreative AdvertisingNarrative PersuasionAd Creative EffectivenessAdvertising NarrativeConsumer Attitudes Toward AdsNarrative AdvertisingNarrative Character Identification
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