Are there universal themes in story advertisements? a cross-country study on identification, usage, and attitudes towards story ad themes

IF 2.5 3区管理学 Q3 BUSINESS

Marketing Letters Pub Date : 2024-07-27 DOI:10.1007/s11002-024-09740-8

Aruni Ghosh, Madhurima Deb, Amy Errmann

引用次数: 0

查看原文本刊更多论文

关于故事广告主题的识别、使用和态度的跨国研究

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Marketing Letters BUSINESS-

CiteScore

5.90

自引率

5.60%

发文量

期刊介绍： Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett