Repository logo
 
Publication

Video Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case Study

2023Book part Restricted access
Simple item page
dc.contributor.authorSantos, Sara
dc.contributor.authorSanto, Pedro Espírito
dc.contributor.authorFerreira, Sónia
dc.date.accessioned2023-03-10T15:15:42Z
dc.date.available2023-03-10T15:15:42Z
dc.date.issued2023
dc.date.updated2023-03-09T21:09:17Z
dc.description.abstractThe massification of the use of the internet for advertising purposes and the growth of Youtube as a platform for disseminating brand content has channeled the investments of brand managers to digital media. In this scope, more and more advertisements are being shared on Youtube. The success of an ad depends on its contents and the narrative presented. Thus, this research identified that the informativeness of advertisements and the narrative structure stimulate consumers and, consequently, influence brand choice. It is a case study analysis based on the Portuguese brand “Gallo” Through 244 consumer responses, we identified the antecedents of brand choice by estimating the model through SMART-PLS. This study found relevant evidence that brand managers can use.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSantos, S., Santo, P.E., Ferreira, S. (2023). Video Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case Study. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication III. DIGICOM 2022. Springer Series in Design and Innovation , vol 27. Springer, Cham. https://doi.org/10.1007/978-3-031-20364-0_47pt_PT
dc.identifier.doihttps://doi.org/10.1007/978-3-031-20364-0_47pt_PT
dc.identifier.isbn9783031203633
dc.identifier.isbn9783031203640
dc.identifier.issn2661-8184
dc.identifier.issn2661-8192
dc.identifier.slugcv-prod-3077477
dc.identifier.urihttp://hdl.handle.net/10400.19/7671
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer Nature Switzerlandpt_PT
dc.subjectInformativenesspt_PT
dc.subjectNarrative structurept_PT
dc.subjectNarrative transportationpt_PT
dc.subjectBrand choicept_PT
dc.subjectAdvertising stimulationpt_PT
dc.titleVideo Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case Studypt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage565pt_PT
oaire.citation.startPage553pt_PT
oaire.citation.titleAdvances in Design and Digital Communication III. DIGICOM 2022. Springer Series in Design and Innovationpt_PT
oaire.citation.volume27pt_PT
person.familyNameFerreira
person.givenNameSónia
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0003-0664-1039
rcaap.cv.cienciaidBF1C-855D-D6E7 | Sara Santos
rcaap.rightsclosedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Artigo-VideoAds-informativeness-Livro-Actas.pdf
Size:
388.15 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.82 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

ESEV - DCA - Capítulo em obra internacional, como autor