Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement
Abstract
This research advances the theory and practice of luxury brand advertising effectiveness by decoding brand–consumer engagement grounded in narrative transportation. An online semi-structured qualitative questionnaire incorporates a modified thematic apperception testing projective technique and is administered in three target countries for luxury brands: France, Korea and Australia. Respondents were exposed at random to global ads from one of...
Paper Details
Title
Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement
Published Date
Jan 1, 2016
Journal
Volume
69
Issue
1
Pages
304 - 313
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Notes
History