Zobrazeno 1 - 10
of 31
pro vyhledávání: '"Tom van Laer"'
Autor:
Davide C Orazi, Tom van Laer
Publikováno v:
Journal of Consumer Research. 49:904-925
From reenactments to pilgrimages, extraordinary experiences engage consumers with frames and roles that govern their actions for the duration of the experience. Exploring such extraordinary frames and roles, however, can make the act of returning to
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ceb1ce62dcb9b24b2ac5e179ed0ae0c0
https://doi.org/10.1093/jcr/ucac022
https://doi.org/10.1093/jcr/ucac022
Autor:
Anne Hamby, Tom van Laer
Publikováno v:
Journal of Service Research. 25:48-65
Service providers and consumer well-being advocates often share stories to promote audience interest in relevant behavior. This research examines how characters’ motivations for engaging in service-related behavior in such stories influence consume
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f851bb565dd52a00a739fb6d4564b877
https://doi.org/10.1177/10946705211003672
https://doi.org/10.1177/10946705211003672
Autor:
Tom van Laer
Publikováno v:
NIM Marketing Intelligence Review. 12:46-51
Helpful reviews are like good movies or a good novel: if you’re hooked right away, you stay and remember. No matter how short, a review tells a story in much the same way as a novel. If you want to persuade, it should start with something dramatic
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::fd7d222b9b5e8aeb47ff708ae83af265
https://doi.org/10.2478/nimmir-2020-0017
https://doi.org/10.2478/nimmir-2020-0017
Autor:
Tom van Laer, Davide Orazi
Publikováno v:
SSRN Electronic Journal.
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::507cd0df173caa761ee456f5a6f9c22e
https://doi.org/10.2139/ssrn.4199845
https://doi.org/10.2139/ssrn.4199845
Publikováno v:
Journal of Interactive Marketing. 48:17-32
Prior research has focused on analyzing the content and intent of celebrity social media communications. By observing that the linguistic style of such celebrity communications drives consumer word of mouth, the main goal of the current research is t
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::4e12c2064dc4f2ac14e5a40beaa063eb
https://doi.org/10.1016/j.intmar.2019.03.003
https://doi.org/10.1016/j.intmar.2019.03.003
Publikováno v:
Journal of Business Research. 96:135-146
In the digital era, marketers increasingly use storytelling techniques to narratively transport and persuade their customers. This paper pursues three primary objectives: (1) to integrate three digitally relevant moderators of the narrative transport
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::265472b3c4faaaa9698c0d6eb201b8a2
https://doi.org/10.1016/j.jbusres.2018.10.053
https://doi.org/10.1016/j.jbusres.2018.10.053
Publikováno v:
European Journal of Marketing
Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imaginatio
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::19681554b5356a63f82b3d9bc1457489
https://doi.org/10.1108/ejm-12-2016-0881
https://doi.org/10.1108/ejm-12-2016-0881
While innovations are critical to firms' long-term survival, they have a high failure rate. Identifying the factors that encourage consumer adoption of innovations is therefore essential for the successful management of new products and services. Whi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::dfb1c528642117efab9113db85a95f48
Publikováno v:
SSRN Electronic Journal.
In 2003, Van Boven and Gilovich proposed “To Do or To Have? That is the Question”. Despite the relevance of this question, extant contributions show contrasting findings. Integrating prior literature derived from a wide variety of disciplines, th
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::281e945a33e389463a65c3852acbbada
https://doi.org/10.2139/ssrn.3347446
https://doi.org/10.2139/ssrn.3347446
Not Whodunit but Whydunit: Audiences Do Good Because of the Reasons Behind Story Characters’ Actions
Autor:
Anne Hamby, Tom van Laer
Publikováno v:
SSRN Electronic Journal.
Service providers and consumer well-being advocates often share stories to promote audience interest in relevant behavior. This research examines how characters’ motivations for engaging in service-related behavior in such stories influence consume
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d3b754ddee635be602e383481815f63b
https://doi.org/10.2139/ssrn.3429433
https://doi.org/10.2139/ssrn.3429433