Storytelling and Consumer Brand Relationships
The Importance of Narratives in Brand Management
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Beschreibung
This book explores how storytelling shapes consumer–brand relationships and brand value. It addresses a key challenge in brand management: the fragmentation of theories and the difficulty of measuring brand value coherently.
The book reviews foundational branding theories and connects them to contemporary perspectives, including cultural and relational branding. It explains how brand narratives help create meaning, trust, and long-term consumer engagement. Subsequent chapters show how storytelling links brand identity, consumer experience, and brand equity. The book also demonstrates how brand narratives can be studied and measured through both quantitative and qualitative approaches. In particular, it introduces innovative visual and narrative research techniques, including online multi-image elicitation and digital collage, which complement traditional measurement scales.
By integrating theory with methodological innovation, the book offers a clear framework for understanding how storytelling contributes to brand value creation and consumer relationships in contemporary brand management.
Justyna Ganassali is Professor of Marketing at the University of Economics in Katowice, Poland. Her research focuses on brand management, storytelling, and consumer behaviour. She has held academic leadership positions, including Dean and President of the Dukenet International University Network. Her publications address branding, consumer value, and brand narratives.
This book offers a comprehensive and integrated perspective on brand management, addressing a persistent challenge in the field: the fragmentation of theory and the measurement of brand value. Despite extensive research, the coexistence of multiple definitions, models, and perspectives has often resulted in conceptual ambiguity.
To resolve this, the book systematically reviews foundational brand theories and synthesizes them with contemporary approaches, including cultural and relational branding. It positions storytelling as a central mechanism that connects brand identity, consumer relationships, and value creation—not merely as a communication tool, but as a strategic process shaping trust, meaning, and long-term loyalty.
Advancing methodological discourse, the book demonstrates how brand storytelling can be operationalized through both quantitative and qualitative methods. It introduces innovative visual and narrative techniques—such as online multi-image elicitation and digital collage—that complement traditional scale-based metrics and capture the emotional and symbolic dimensions of brand value.
By combining theoretical synthesis with empirical application, this work develops a coherent framework for understanding and measuring how narratives construct consumer–brand value. It will be of particular interest to marketing scholars, doctoral researchers, and advanced practitioners seeking conceptual clarity and methodological innovation in brand evaluation.
Demonstrates how storytelling is a key instrument to develop brand equity and long-term consumer value Integrates classical and contemporary brand theories Introduces innovative visual and narrative methods for measuring brand value
Autor*in
Justyna Ganassali
Themen in »Storytelling and Consumer Brand Relationships«
brand management measurements brand narrative storytelling perceived value for the customer brand value brand managemt models mix-methods Archetypal Theory Narrative transportation Cultural Branding Experiential Branding Consumer Brand Relationship Quality barnd equity Brand Storytelling