Storytelling and Consumer Brand Relationships

Justyna Ganassali ()
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Justyna Ganassali: University of Economics in Katowice

in Springer Books from Springer

Date: 2026
ISBN: 978-3-032-25123-7
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Chapters in this book:

Ch 1 Introduction

Justyna Ganassali

Ch 2 Brand Management Theories

Justyna Ganassali

Ch 3 Storytelling as a Key Tool to Develop Consumer–Brand Relationships

Justyna Ganassali

Ch 4 Measuring the Impact of Storytelling on Consumer–Brand Relationship Outcomes

Justyna Ganassali

Ch 5 Empirical Validation of the ADO Storytelling FrameworkADO Storytelling Framework

Justyna Ganassali

Ch 6 Conclusion and Further Discussion

Justyna Ganassali

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprbok:978-3-032-25123-7

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DOI: 10.1007/978-3-032-25123-7

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