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Journal of Promotion Management Volume 19, 2013 - Issue 5
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Articles

How to Influence the Brand Attitude of the Audience by Micro-Films

Hueiju Yu Chinese Culture University, Taipei, Taiwan
&
Yu-Ting Chang National Taiwan University of Science and Technology, Taipei, Taiwan
Pages 674-686 | Published online: 14 Nov 2013

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Read on this site (3)

Mariana Berga Rodrigues & Sandra Maria Correia Loureiro. (2022) Virtual Reality in the Motion Picture Industry: The Relationship among Movie Coolness, Sympathy, Empathy, and Word-of-Mouth. Journal of Promotion Management 28:2, pages 144-159.
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Daniela Langaro, Sandra MariaCorreia Loureiro & Miguel Lobato Contreiras$suffix/text()$suffix/text(). (2020) The Impact of Nostalgia and Probability Markers on the Effectiveness of Advertising Creative Strategies. Journal of Promotion Management 26:6, pages 791-811.
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Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2020) Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding. Cogent Business & Management 7:1.
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Articles from other publishers (7)

Seok Kang, Brianna Villarreal & Serenity Morales. (2023) The Influence of User-Generated Eudaimonic YouTube Videos on Well-Being. International Journal of Social Media and Online Communities 15:1, pages 1-24.
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Chaohua Huang, Shaoshuang Zhuang, Ziyuan Li & Jingke Gao. (2022) Creating a Sincere Sustainable Brand: The Application of Aristotle’s Rhetorical Theory to Green Brand Storytelling. Frontiers in Psychology 13.
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Emmanuel Nii-Ayi Solomon, Lorna Kankor Adu-Debrah & Stephen Mahama Braimah. 2022. Global Perspectives on Strategic Storytelling in Destination Marketing. Global Perspectives on Strategic Storytelling in Destination Marketing 117 135 .
Yuan Pan, Xiuqi Chen, Qiuwen Wei, Jinmin Zhao & Xun Chen. (2020) Effects on applying micro-film case-based learning model in pediatrics education. BMC Medical Education 20:1.
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Gianna Moscardo. (2020) Stories and design in tourism. Annals of Tourism Research 83, pages 102950.
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Jun Shao, Xiong Li, Alastair M. Morrison & Bihu Wu. (2016) Social media micro-film marketing by Chinese destinations: The case of Shaoxing. Tourism Management 54, pages 439-451.
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Hyeonjin Soh. (2014) Measuring Consumer Empathic Response to Advertising Drama. The Journal of the Korea Contents Association 14:11, pages 133-142.
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