Narrative Advertising and Implicit Persuasion: The Loss of Persuasive Potential
- Author(s)
- Matthias Glaser, Heribert Reisinger
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Publication date
- 2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502020 Market research
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/a73436b8-787b-4150-95eb-dbdf299913bf