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Research Article

Brand stories: bringing narrative theory to brand management

Adam J. Millsa College of Business, Loyola University New Orleans, New Orleans, LA, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-2924-0150
ORCID Icon &
Joby Johnb B.I. Moody III College of Business Administration, University of Louisiana Lafayette, Lafayette, LA, USA
Received 06 Sep 2019, Accepted 14 Nov 2020, Published online: 19 Aug 2021

Citations (7)

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Read on this site (2)

Adam J. Mills & Joby John. (2023) Revisiting brand origin: expanding the strategic portfolio of brand-level attributes. Journal of Strategic Marketing 31:6, pages 1220-1237.
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Abyshey Nhedzi, Maritha Pritchard & Auguste Fabian. (2023) Examining the Brand Storytelling Key Considerations and Practices in B2B SMEs on Facebook. Communicatio 49:1, pages 65-89.
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Articles from other publishers (5)

April Kemp, Renée Gravois, Holly Syrdal & Elizabeth McDougal. (2023) Storytelling is not just for marketing: Cultivating a storytelling culture throughout the organization. Business Horizons 66:3, pages 313-324.
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Holly B. Cooper, Michael T. Ewing, Colin Campbell & Emily Treen. (2023) Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning. Business Horizons 66:3, pages 405-414.
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Cátia Fernandes Crespo, Alcina Gaspar Ferreira & Ricardo Moita Cardoso. (2022) The influence of storytelling on the consumer–brand relationship experience. Journal of Marketing Analytics 11:1, pages 41-56.
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Shrouq Almaghlouth. 2023. Proceedings of the International Conference on Communication, Language, Education and Social Sciences (CLESS 2022). Proceedings of the International Conference on Communication, Language, Education and Social Sciences (CLESS 2022) 184 193 .
Julia Marcet Alonso, Elizabeth Parsons & Daniela Pirani. (2022) Career-washing? Unpacking employer brand promises on social media platforms. European Journal of Marketing 56:10, pages 2804-2825.
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