1st Edition
Strategic Brand Storytelling Leveraging Narrative for Competitive Value Creation
Introduction: Strategic Brand Storytelling
Adam J. Mills
1. Brand stories in marketing: A bibliographic perspective
Andrew Park, Emily Treen, Leyland Pitt and Anthony Chan
2. The dynamic construction of brand storytelling
Isabelle Aimé
3. Story elements, narrative transportation, and schema incongruity: A framework for enhancing brand storytelling effectiveness
David M. Houghton
4. The role of plot in brand story construction: A neurophysiological perspective
Stefanie Kühn and Christo Boshoff
5. How dark stories boost recall
Colin Campbell, Sean Sands and Carla Ferraro
6. Telling the tale: Applying a strategic brand storytelling process for STP planning
Elizabeth Randon McDougal, Holly A. Syrdal, Renée Gravois and April Kemp
7. Building positive internal and external stakeholder perceptions through CSR storytelling
Kelly R. Hall, Dana E. Harrison and Obinna O. Obilo
8. Brand activism change agents: strategic storytelling for impact and authenticity
Thomas Martin Key, Astrid L. Keel, Andrew J. Czaplewski and Eric M. Olson
Biography
Adam J. Mills is Associate Dean, Associate Professor of Marketing, and the Chase Professor of Minority Entrepreneurship at Loyola University New Orleans College of Business. His research investigates the engineering of customer experience in both retail and educational spaces, focusing on brand storytelling and service innovation.
