Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads
Year: 2018
Type: article
Author: Laurence Dessart
Institution: Kedge Business School
Language: English
Topic: Media Influence and Health
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2782392013