Storytelling and Consumer Brand Relationships: The Importance of Narratives in Brand Management

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 b...