Results 131 to 140 of about 164,245 (310)
Business Strategy and the Environment, EarlyView.ABSTRACT As global environmental concerns intensify, firms are increasingly expected to embed environmental responsibility into their core strategies. However, uncertainty remains over whether eco‐friendly initiatives are economically rewarded, reflecting ambiguity in consumers' true environmental preferences.
Kimitaka Nishitani +6 more
wiley +1 more source
Tell Me a Story: Applying Storytelling Concepts to Marketing Initiatives
, 2018 Until this research was conducted, there has not existed a comprehensive list describing the components of a compelling story. Previous research in relation to storytelling has lacked the exhaustive nature of the research included in this report but ...
Butcher, Kaity
core
Business Strategy and the Environment, EarlyView.ABSTRACT Growing environmental awareness has intensified demand for sustainability and transparency, especially in cruise tourism, a high‐impact and highly scrutinised service context. This study examines how green consumption values (GCV) shape passengers' perceptions of the credibility of green marketing claims (believability) and, in turn, influence
Marcello Risitano +3 more
wiley +1 more source
Emotion-driven interactive storytelling.
Interactive storytelling has attracted plenty of research interest in recent years. Most current interactive storytelling systems follow a goal-oriented approach to story representation, i.e. the user is engaged with the story through fulfilling a number
Zhao, Huiwen
core
Storytelling: excite, to be remembered
, 2023 reservedNella comunicazione odierna chiunque è sommerso da informazioni di qualsiasi tipo e può risultare difficile per un'azienda farsi notare. Ci sono però metodi più validi di altri per creare contenuti che rimangano impressi nella memoria.
BATTISTON, ANITA
core
Business Strategy and the Environment, EarlyView.ABSTRACT Social media platforms today have become essential for consumer‐brand interactions, with visual content playing a pivotal role in shaping engagement and brand perception. Although text‐based user‐generated content (UGC) has been widely studied, the potential of visual UGC, particularly in the travel, tourism and hospitality (TTH) sector ...
Chinchu Abraham +2 more
wiley +1 more source
Storytelling in scope of public relations' media relations function
, 2017 Storytelling, one of the most effective means of establishing and persuading an emotional connection with the target groups, is usually used in public relations, which manage communication between the organization and the target groups.
core +1 more source
Moral Licensing in Luxury: Why Prosocial Brand Image Outshines Coolness in Cause‐Related Marketing
Journal of Consumer Behaviour, EarlyView.ABSTRACT This research examines how cause‐related marketing (CM) shapes consumer responses to luxury brands. We focus on the roles of CM‐driven prosocial brand image and brand coolness as parallel mediators in reducing guilt and enhancing purchase intentions.
Jiyoung Hwang
wiley +1 more source