Do ads that tell a story always perform better?

Unpublished conference/Abstract (Scientific congresses and symposiums)

Dessart, Laurence; Lunardo, Renaud

2017 • Academy of Marketing Science Conference

Permalink
https://hdl.handle.net/2268/229778

Dessart Lunardo AMS 2017 .pdf

Author preprint (111.87 kB)

All documents in ORBi are protected by a user license.

Keywords :

narrative; advertising; storytelling

Disciplines :

Marketing

Author, co-author :

Dessart, Laurence ; Université de Liège - ULiège > Marketing

Lunardo, Renaud; KEDGE Business School

Language :

English

Title :

Do ads that tell a story always perform better?

Publication date :

2017

Event name :

Academy of Marketing Science Conference

Event date :

May 2017

Available on ORBi :

since 30 November 2018

Number of views

140 (3 by ULiège)

Number of downloads

0 (0 by ULiège)