Purpose The motivation of value co-creation among the multi-actor in sharing economy was
an important topic in interactive marketing communication research. This study investigated …

Purpose Brand storytelling is an effective marketing tool. However, when choosing whether
to tell more or tell less, it remains unclear which of these two narrative styles is most …

Brand experiences can arise at various touchpoints. Specifically, this research looks at how
consumer inspiration and brand happiness are impacted by online brand experiences …

The desires of consumers as individuals are largely shaped by their aspirations in life, which
play a crucial role in deciding their brand preference, but very few studies have focused on …

This research examined the role of advertising campaigns in fostering brand love with a
focus on FoodPanda's" Meal That Goes a Long Way" campaign in Myanmar. Using semiotic …

The integration of the concept of" Brand Stories" in marketing with data-based marketing
strategies has become the focus of attention in efforts to improve business performance and …

This article examines brand storytelling and utilizes a qualitative analysis of two advertising
campaigns. This article endeavors to research this content as a means of inspiring positive …