The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
Narrative Processing: Building Consumer Connections to Brands
Abstract
This article proposes that narrative processing creates or enhances self-brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked to the self. We conceptualize this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self-concepts. The results of an experiment show that narrative processing in response to a narratively structured ad is positively related to SBCs, which in turn have a positive relation with brand attitudes and behavioral intentions.
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Citations
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Cited by
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.002 · Cited by 3,276
The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers
Wongkitrungrueng, A., & Assarut, N. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2018.08.032 · Cited by 1,477
Brand authenticity: An integrative framework and measurement scale
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.11.006 · Cited by 1,084
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Toward Meaningful Engagement: A Framework for Design and Research of Gamified Information Systems1
Liu, D., Santhanam, R., & Webster, J. (2017) · MIS Quarterly · doi:10.25300/misq/2017/41.4.01 · Cited by 521
Metadata
- Authors
- Edson Escalas, J.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 2004-01
- Volume
- 14
- Issue
- 1-2
- Pages
- 168-180
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W1978707393
- Cited by
- 1,392
- References
- 9
- FWCI
- 25.05
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- onlinelibrary.wiley.com/termsAndConditions#vor (vor, 1505 d)
- doi.wiley.com/10.1002/tdm_license_1.1 (tdm)
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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