Strategic Brand Storytelling

IF 3.7 Q2 BUSINESS

Journal of Strategic Marketing Pub Date : 2023-11-06 DOI:10.1080/0965254x.2023.2268619

Adam J. Mills

引用次数: 0

Abstract

ABSTRACTStories are the lifeblood of value-based marketing and the strategic act of storytelling has become essential to modern branding. However, our theoretical understanding of brand stories and storytelling at a strategic level is relatively underdeveloped in marketing scholarship. This special issue of the Journal of Strategic Marketing seeks to evolve the landscape of the strategic brand storytelling literature, moving toward a clearer theoretical picture of brand storytelling as a strategic activity and providing a broad managerial lens through which to view strategic brand storytelling.KEYWORDS: Strategic storytellingbrand storiesbrand storytellingbrand strategybrand managementmarketing strategy Disclosure statementNo potential conflict of interest was reported by the author(s).

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策略性品牌叙事

摘要故事是基于价值的营销的命脉，讲故事的战略行为已经成为现代品牌的必要手段。然而，在营销学术中，我们对品牌故事和战略层面讲故事的理论认识相对不发达。本期《战略营销杂志》特刊旨在发展战略性品牌讲故事文献的格局，将品牌讲故事作为一种战略活动，向更清晰的理论图景迈进，并提供一个广泛的管理视角，通过这个视角来看待战略性品牌讲故事。关键词:战略讲故事品牌故事品牌讲故事品牌战略品牌管理营销策略披露声明作者未报告潜在利益冲突。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.