Brand storytelling in the Digital Age : theories, practice and application

S M A Moin

1. Introduction: The Ancient Art of Storytelling and the Language of Marketing -- 2. Brand Storytelling: A Review of the Interdisciplinary Literature -- 3. Storytelling for Minds: Neuroscience’s Approaches to Branding -- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age -- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment -- 6. Conclusion: The Future of Storytelling.

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Year of publication:	[2020]
Authors:	Moin, S. M. A.
Publisher:	2020: Cham : Palgrave Macmillan
Subject:	Beziehungsmarketing \| Relationship marketing \| Markenführung \| Brand management \| Narrative Methode \| Narrative method

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Extent:	1 Online-Ressource (XXI, 100 p. 4 illus., 1 illus. in color.)
Series:	Springer eBook Collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-59085-7 ; 978-3-030-59084-0 ; 978-3-030-59086-4
Other identifiers:	10.1007/978-3-030-59085-7 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012399779