Tell me a story: The role of narrative transportation and the C-suite in B2B advertising
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DOI: 10.1016/j.indmarman.2019.02.002
Abstract: Abstract This research investigates stories about buyer-seller experiences in B2B advertising. In two studies, the authors explore the impact of stories and narrative transportation in advertising on decision makers’ attitudinal responses. In Study 1, findings… read more here.
Keywords: narrative transportation; decision makers; decision; b2b advertising ... See more keywords