Brand Storytelling: entre doute et croyance. Une étude des récits de la marque Moleskine

Fatim-Zohra Benmoussa and Boris Maynadier
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Fatim-Zohra Benmoussa: UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse, CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Boris Maynadier: ISERAM - Institut Supérieur Européen de Recherches Appliquées au Management - ISEG Business and Finance School

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Abstract: Brand Storytelling : between doubt and belief. A study of Moleskine storytelling The brand storytelling is the new buzzword in our field. We use it loosely to refer to communication and brand management as narratives. Drawing on the multiplicity of relationships that customers may carry on with brand stories, we examine the frame of verisimilitude in semiotic theories. The case of Moleskine illustrates these issues from the perspective of "co-production of meaning". The results show that the position of consumers towards brand stories is likely to evolve as they suspend their own credulity face to the story. We offer lines of action for managers aimed to reinforce the plausibility of its narrative.

Keywords: Storytelling; brand communication; semiotics; communication de marque; sémiotique. (search for similar items in EconPapers)
Date: 2013-06
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2013, 70, pp.119-128. ⟨10.7193/DM.070.119.128⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02396367

DOI: 10.7193/DM.070.119.128

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