The effect of narrative ads on brand attitude and WOM: the moderating role of language concreteness

Di Meo, Natalia (A.A. 2015/2016) The effect of narrative ads on brand attitude and WOM: the moderating role of language concreteness. Tesi di Laurea in Trade and retail marketing, LUISS Guido Carli, relatore Valentina Pitardi, pp. 135. [Master's Degree Thesis]

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Abstract/Index

Analysis of independent variables: storytelling definition, narrative in branding and different contents of narrative. Definition of dependent variables: comsumers behaviour engagement. Literature background of brand attitude, purchasing intention and willingness to share. Quantitative study: how abstract and concrete narrative (no narrative) can influence consumers cognition, emotions and behaviour (WOM and brand attitude)?

References

Bibliografia: pp. 103-106.

Thesis Type: Master's Degree Thesis
Institution: LUISS Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, english language (LM-77)
Chair: Trade and retail marketing
Thesis Supervisor: Pitardi, Valentina
Thesis Co-Supervisor: Marcati, Alberto
Academic Year: 2015/2016
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 16 Mar 2017 14:57
Last Modified: 16 Mar 2017 14:57
URI: https://tesi.luiss.it/id/eprint/18371

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