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4. Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
S M A Moin
Published in
Brand Storytelling in the Digital Age
Publisher
Springer International Publishing

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Abstract

Drawing on research associated with emotion, persuasion, and the constructivist brand paradigm, this chapter focuses on the practices of brand storytelling that fosters brand–consumer conversations in the digital age. While explaining different brand stories such as strategic and tactical, the chapter also covers the art of brand storytelling that inspires, influences, and engages consumers.

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previous chapter Storytelling for Minds: Neuroscience’s Approaches to Branding
next chapter Character and Plot: Narrative Structure and the Art of Archetype Enactment
Title
Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age
Author
S M A Moin
Copyright Year
2020
Book
Brand Storytelling in the Digital Age

Print ISBN: 978-3-030-59084-0

Electronic ISBN: 978-3-030-59085-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-59085-7_4
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