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Narrative Advertising.

Li, Meng.

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Narrative Advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Narrative Advertising./
作者:	Li, Meng.
面頁冊數:	59 p.
附註:	Source: Masters Abstracts International, Volume: 54-05.
Contained By:	Masters Abstracts International54-05(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1591553
ISBN:	9781321832570

Narrative Advertising.
Li, Meng.

Narrative Advertising. - 59 p.

Source: Masters Abstracts International, Volume: 54-05.

Thesis (M.A.)--East Tennessee State University, 2015.

Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers' narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand mmeaning and generate future narratives that could be applied to creative message strategy.

ISBN: 9781321832570Subjects--Topical Terms:

2144804
Mass communication.

Narrative Advertising.
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520 $a Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers' narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand mmeaning and generate future narratives that could be applied to creative message strategy.
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