Construct · 1 fields · 1 citations

brand storytelling: a standalone construct

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Marketing

the stories consumers and brands tell about one another, through which brands take on archetypal roles in consumers' lives.

In marketing, brand storytelling refers to the stories consumers and brands tell about one another, through which brands take on archetypal roles in consumers' lives. This meaning comes from Woodside (2008) in Psychology & Marketing.[1]

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take1 fields · 1 citationsanchor · a standalone construct tell1 fields · 1 citationsanchor · a standalone construct

References

Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97-145. https://doi.org/10.1002/mar.20203

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