‪Matthias Glaser‬ - ‪Google Scholar‬

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	All	Since 2019
Citations	41	41
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i10-index	1	1

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20212022202320241 9 23 8

Co-authors

Josef WindspergerProfessor of Organization and ManagementVerified email at univie.ac.at
Michal JirásekMasaryk UniversityVerified email at mail.muni.cz
Yung Kyun ChoiDongguk Univ. Department of Advertising, PRVerified email at dgu.edu
Hans BaumgartnerSmeal Chair Professor of Marketing, Smeal College of Business, Penn State UniversityVerified email at psu.edu
Arnd FlorackProfessor of Social PsychologyVerified email at univie.ac.at

Matthias Glaser

Matthias Glaser

University of Salzburg

Verified email at plus.ac.at

advertising stories marketing consumer behavior franchising


Title Sort by citations Sort by year Sort by title	Cited by Cited by	Year
Don’t lose your product in story translation: How product–story link in narrative advertisements increases persuasion M Glaser, H Reisinger Journal of Advertising 51 (2), 188-205, 2022	32	2022
Ownership structure of franchise chains: Trade-off between adaptation and control M Glaser, M Jirasek, J Windsperger International Journal of the Economics of Business 27 (3), 357-375, 2020	9	2020
(Un) Bothered by the Story’s Ambiguity: How Individual Differences in Consumers’ Need for Closure Affect Transportation and Brand Attitude in Narrative Ads M Glaser, YK Choi, H Baumgartner Journal of the Association for Consumer Research 9 (1), 46-57, 2024		2024
You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements M Glaser, H Reisinger, A Florack Journal of Advertising, 1-20, 2023		2023
Ownership structure of franchise chains: Trade-off between adaptation and control M Jirásek, M Glaser, J Windsperger		2018
Narrative Advertising and Implicit Persuasion: The Loss of Persuasive Potential M Glaser, H Reisinger

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