Open AccessThe Impact of Fictionality and Quality of Brand Story on Brand-Consumer Relationship, Immersion, and Attitude toward Brand Storytelling
Author(s) -
김운한,
최홍림,
정차숙
Publication year - 2013
Publication title -
journal of public relations
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
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