A story to sell: The influence of storytelling on consumers' purchasing behavior

Author:

Júnior João Ricardo de Oliveira1ORCID,Limongi Ricardo1ORCID,Lim Weng Marc234ORCID,Eastman Jacqueline K.5ORCID,Kumar Satish6ORCID

Affiliation:

1. Faculty of Management, Accounting, and Economic Sciences Federal University of Goias Goiás Goiânia Brazil

2. Sunway Business School, Sunway University Sunway City Selangor Malaysia

3. School of Business, Law and Entrepreneurship Swinburne University of Technology Hawthorn Victoria Australia

4. Faculty of Business, Design and Arts Swinburne University of Technology Kuching Sarawak Malaysia

5. Department of Marketing, Lutgert College of Business Florida Gulf Coast University Fort Myers Florida USA

6. Department of Management Studies Malaviya National Institute of Technology Jaipur Jaipur Rajasthan India

Publisher

Wiley

Subject

Marketing,Applied Psychology

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