Master Thesis Online
THE IMPACT OF EMOTIONS IN NARRATIVE ADVERTISING ON ADVERTISING RELATED BEHAVIORS
Otjacques, Jolan 
Promotor(s) :
Dessart, Laurence
Date of defense : 31-Aug-2021/6-Sep-2021 • Permalink : http://hdl.handle.net/2268.2/13597
TFE Jolan Otjacques.pdfDetails
| Title : | THE IMPACT OF EMOTIONS IN NARRATIVE ADVERTISING ON ADVERTISING RELATED BEHAVIORS |
| Author : | Otjacques, Jolan
|
| Date of defense : | 31-Aug-2021/6-Sep-2021 |
| Advisor(s) : | Dessart, Laurence
|
| Committee's member(s) : | Gruslin, Claire
Martens, Carmen
|
| Language : | English |
| Number of pages : | 100 |
| Keywords : | [en] Narrative advertising [en] Storytelling marketing [en] Emotion [en] advertising related behavior |
| Discipline(s) : | Business & economic sciences > Marketing |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] This thesis covers the impact of the emotions fear and awe embedded in narrative advertising on advertising related behaviors such as sharing intention and buying intention.
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