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
When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway
Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia
Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA