Consumer storytelling as an element of word-of-mouth communication of nostalgic brands: evidence from Poland
Open Access
- 11 August 2020
- journal article
- research article
- Published by LLC CPC Business Perspectives in Innovative Marketing
- Vol. 16 (3), 74-84
- https://doi.org/10.21511/im.16(3).2020.07
Abstract
LLC “CPC “Business Perspectives” - publishing platform for academic journalsKeywords
This publication has 24 references indexed in Scilit:
- Enabling relationship structures and relationship performance improvement: The moderating role of relational capitalIndustrial Marketing Management, 2012
- Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic ProductsJournal of Consumer Research, 2010
- Brand‐consumer storytelling theory and research: Introduction to a Psychology & Marketing special issuePsychology & Marketing, 2010
- Evolutionary brandingPsychology & Marketing, 2010
- "Being Hooked" By Editorial Content: The Implications for Processing Narrative AdvertisingJournal of Advertising, 2009
- When consumers and brands talk: Storytelling theory and research in psychology and marketingPsychology & Marketing, 2008
- Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption: Figure 1Journal of Consumer Research, 2004
- Sympathy and Empathy: Emotional Responses to Advertising DramasJournal of Consumer Research, 2003
- Consumers and Their Brands: Developing Relationship Theory in Consumer ResearchJournal of Consumer Research, 1998
- Historical and Personal Nostalgia in Advertising Text: TheFin de siècleEffectJournal of Advertising, 1992