Enhancing perceived product value through peripheral product anecdotes
Year of publication: |
2022
|
---|---|
Authors: | Wiener, Hillary J. D. ; Wiener, Joshua L. ; Arnold, Todd |
Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 56.2022, 2, p. 375-399
|
Subject: | Brand stories | Narratives | Storytelling | Willingness to pay | Word-of-mouth | Schweden | Sweden | Zahlungsbereitschaftsanalyse | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
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