Strategic Brand Storytelling

Leveraging Narrative for Competitive Value Creation
Herausgeber: Mills, Adam J.

• Gebundenes Buch

Produktbeschreibung

This book emerges as a critical exploration into the essence and impact of narrative in branding. It delves into the strategic dimensions of brand storytelling and presents a comprehensive journey from the foundational theories to the practical implications of storytelling in marketing.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 164
• Erscheinungstermin: 12. Februar 2025
• Englisch
• Abmessung: 246mm x 174mm
• ISBN-13: 9781032974415
• ISBN-10: 1032974419
• Artikelnr.: 71779412

Autorenporträt

Adam J. Mills is Associate Dean, Associate Professor of Marketing, and the Chase Professor of Minority Entrepreneurship at Loyola University New Orleans College of Business. His research investigates the engineering of customer experience in both retail and educational spaces, focusing on brand storytelling and service innovation.

Inhaltsangabe

Introduction: Strategic Brand Storytelling 1. Brand stories in marketing: A
bibliographic perspective 2. The dynamic construction of brand storytelling
3. Story elements, narrative transportation, and schema incongruity: A
framework for enhancing brand storytelling effectiveness 4. The role of
plot in brand story construction: A neurophysiological perspective 5. How
dark stories boost recall 6. Telling the tale: Applying a strategic brand
storytelling process for STP planning 7. Building positive internal and
external stakeholder perceptions through CSR storytelling 8. Brand activism
change agents: strategic storytelling for impact and authenticity