Abstract
ABSTRACT Stories are the lifeblood of value-based marketing and the strategic act of storytelling has become essential to modern branding. However, our theoretical understanding of brand stories and storytelling at a strategic level is relatively underdeveloped in marketing scholarship. This special issue of the Journal of Strategic Marketing seeks to evolve the landscape of the strategic brand storytelling literature, moving toward a clearer theoretical picture of brand storytelling as a strategic activity and providing a broad managerial lens through which to view strategic brand storytelling.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
