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Research

PDFs of my publications and related videos are available further below.

A list of my publications is also available as a PDF.

Download Publication List

You are My Friend but We are from Different Worlds: Actor Type Effects on Audience Engagement in Narrative Video Advertisements
Matthias Glaser, Heribert Reisinger & Arnd Florack (2024)
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(Un)Bothered by the Story’s Ambiguity: How Consumers’ Differences in Need for Closure and Culture Affect Transportation and Brand Attitude in Narrative Ads
Matthias Glaser, Yung Kyun Choi & Hans Baumgartner (2024)
 
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Don’t Lose your Product in Story Translation:
How Product-Story Link in Narrative Advertisements Increases Persuasion
Matthias Glaser & Heribert Reisinger (2022)
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Ownership Structure of Franchise Chains: Trade-Off Between Adaptation and Control
Matthias Glaser, Michal Jirasek & Josef Windsperger (2020)
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© 2024 by Matthias Glaser

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