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.



Citation:

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.

Authors

Koji Matsushita, Chuo University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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