Branding the Story: Avoiding Ad-Product Detachment in Narrative Ads
- Author(s)
- Matthias Glaser, Heribert Reisinger
- Organisation(s)
- Department of Marketing and International Business
- Publication date
- 2020
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/ae94c2da-42f6-4323-8f0e-e1fa35f37fff