Sage Open, Volume 16, Issue 3, July-September 2026.
This study investigates the psychological processes by which narrative transportation in video advertisements influences brand-related outcomes. By modeling brand experience as a higher-order construct comprising sensory, intellectual, and behavioral ...
Psychological Mechanisms of Narrative Transportation on Brand Outcomes: A Higher Order Brand Experience Model and Product Type Boundary Conditions
by | Sep 16, 2026 | RSS