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Brands Should Be Distinct! The Contribution of Ad s Narrative and Joy to Distinctiveness

2021-05Book part Restricted access
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dc.contributor.authorSantos, Sara
dc.contributor.authorEspírito Santo, Pedro
dc.contributor.authorFerreira, Sónia
dc.date.accessioned2023-03-31T10:22:32Z
dc.date.available2023-03-31T10:22:32Z
dc.date.issued2021-05
dc.date.updated2023-03-16T17:42:37Z
dc.description.abstractWith the COVID-19 pandemic consumer needs are changing and marketing communications must be effective in order to be recognized in the consumerʼs mind. Trends in the production of content with images and videos that allow consumers to immerse themselves in the content are contents that are more successful in the future. The production of video ads that use storytelling play an important role in the interpretation of the message where counter arguments can decrease through narrative transportation. Thus, consumers In this sense, we conducted a cross-sectional research that aimed to test a model using equations that was analyzed through AMOS software. The analyzed model with a sample of 326 participants shows that a structure of the narrative, joy and a narrative transportation expresses a positive influence in the distinction of the brand. As a result of this study, we present the theoretical and possible contributions for managers in the area of strategic marketing.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSantos, S., Santo, P. E., & Ferreira, S. (2021). Brands Should Be Distinct! The Contribution of Ad’s Narrative and Joy to Distinctiveness. Em N. Martins, D. Brandão, & F. Moreira da Silva (Eds.), Perspectives on Design and Digital Communication II: Research, Innovations and Best Practices (pp. 319–332). Springer International Publishing. https://doi.org/10.1007/978-3-030-75867-7_21pt_PT
dc.identifier.doi10.1007/978-3-030-75867-7_21pt_PT
dc.identifier.issn2661-8184
dc.identifier.slugcv-prod-2997543
dc.identifier.urihttp://hdl.handle.net/10400.19/7701
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer International Publishingpt_PT
dc.subjectStorytellingpt_PT
dc.subjectAdvertisingpt_PT
dc.subjectBrand distinctivenesspt_PT
dc.titleBrands Should Be Distinct! The Contribution of Ad s Narrative and Joy to Distinctivenesspt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage332pt_PT
oaire.citation.startPage319pt_PT
oaire.citation.titlePerspectives on Design and Digital Communication IIpt_PT
person.familyNameSantos
person.familyNameFerreira
person.givenNameSara
person.givenNameSónia
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsrestrictedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery28135b98-2988-4645-be18-17209bd8ef98

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