Video Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case Study
Santos, 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 N. Martins, D. Brandão (eds.), Advances in Design and Digital Communication III. DIGICOM 2022. Springer Series in Design and Innovation (vol. 27). Springer, Cham. DOI: https://doi.org/10.1007/978-3-031-20364-0_47