When and Why an Entertaining Story Triggers Brand Buzz
This research proposes that an entertaining story with no brand appearance can boost brand word-of-mouth (WOM). When highly transported consumers are aware that a brand might utilize a story to strengthen the brand image (salient persuasion knowledge), they become motivated to engage in brand WOM activity.
Koji Matsushita (2020) ,"When and Why an Entertaining Story Triggers Brand Buzz", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1213-1213.
Koji Matsushita, Chuo University
NA - Advances in Consumer Research Volume 48 | 2020
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana
A Slack-Based Account of Pain of Payment
Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA
The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis
Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney