Purpose – Stories draw meaning from narratives. The resulting narrative component in a story is entirely personal or contains fragments of organizational and/or societal narratives. Therefore, understanding how stories obtain these narrative fragments is critical to offering valid...

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed. Design/methodology/approach – Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand...

Purpose – The purpose of this paper is to argue that narrative methodology is increasingly caught in an ideological deadlock set in terms of a false choice between meaning (an unconditional respect for the voice of experience) and truth (the scientific validation of stories), which has led to...