Publication | Closed Access
Brand‐consumer storytelling theory and research: Introduction to a <i>Psychology & Marketing</i> special issue
301
Citations
32
References
2010
Year
Core PrinciplesConsumer StudyBrand StrategyConsumer ResearchNarrative And IdentityCommunicationNarrative RepresentationConsumer CultureRajan NataraajanManagementConsumer BehaviorDiscourse AnalysisBrand BuildingBrand ManagementConsumer Decision MakingDigital StorytellingNarrative TheoryCreative WritingTheatreArtsBrand DevelopmentMarketing TheoryInteractive StorytellingBrand AwarenessAdvertisingMarketingStorytelling (Indigenous Studies)Good StorytellingMarketing InsightsBrand Equity
The introduction reviews core principles of storytelling theory and outlines basic propositions of effective storytelling. The article provides a brief summary of each of the six subsequent papers. The article thanks the special editorial board members and Rajan Nataraajan, and © 2010 Wiley Periodicals, Inc.
Abstract This introduction reviews core principles of storytelling theory. The article explains basic propositions of good storytelling. A brief summary of each of the six articles that follow appears. The article extends a note of appreciation to the members of the special editorial board for this issue and to Rajan Nataraajan. © 2010 Wiley Periodicals, Inc.
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