Fast Food Love-themed Ads: Brand Experience in Storytelling
DOI:
https://doi.org/10.11594/ijmaber.04.05.06Keywords:
Advertising, Brand experience, Experience co-creation, StorytellingAbstract
This study seeks to understand how the brand experience of Jollibee and McDonald's were co-created through its love-themed ads. Using a case-based approach and a netnographic data collection method, it finds that brand experience may be co-created individually and communally. Brands have many opportunities to engage with and co-create value with their consumers through engaging stories that consumers find relatable.
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