Open AccessThe Impact of Fictionality and Quality of Brand Story on Brand-Consumer Relationship, Immersion, and Attitude toward Brand Storytelling
Author(s) -
Kim Woon Han,
정차숙,
Hong-Lim Choi
Publication year - 2013
Publication title -
hongbohag yeon'gu/hongbohak yeongu
Language(s) - English
Resource type - Journals
eISSN - 2671-8227
pISSN - 1229-2869
DOI - 10.15814/jpr.2013.17.3.235
Subject(s) - storytelling , advertising , psychology , business , immersion (mathematics) , brand awareness , marketing , art , narrative , literature , mathematics , pure mathematics