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Keywords: Archetype-based storytelling ad
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (7): 774–788.
Published: 24 October 2024
... endorsed archetype-based storytelling brand ads can be effective when the personality of the internal endorser is congruent with the personality of the archetype and the target consumers have a strong psychological sense of brand community. Archetype-based storytelling ad Narrative structure...
