Publications

Publication details [#40253]

Edson Escalas, Jennifer. 2004. Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology 14 (1-2) : 168–180.

Publication type

Article in journal

Publication language

English

Keywords

brand name | experience | meaning | narrative, processing of

Place, Publisher

Erlbaum

Annotation

This paper argues that narrative processing engenders or enhances consumer-brand connections as people generally interpret the meaning of their experiences by putting them into a story.