Purpose Understanding customers is critical for service researchers and practitioners.
Today, customers are increasingly active online, and valuable information about their …

In the digital era, marketers increasingly use storytelling techniques to narratively transport
and persuade their customers. This paper pursues three primary objectives:(1) to integrate …

Stories fascinate people and are often more easily remembered than facts. Much has been
written about the power of stories in branding, but very little empirical evidence exists of their …

In the case of visual artists, the product they create is inextricably linked to their identities,
personalities and career histories in terms of how the art is produced, presented, consumed …

Responding to a call for research into storytelling within the nonprofit context, the paper
contributes to an emerging research conversation about communicating organizational …

In order for consumers to connect emotionally with brands, brands must be transformed from
inanimate entities into the realm of acquiring human characteristics. Following a review of …

Purpose–This paper aims to investigate the authenticity concept and its antecedents and
consequences within the context of museums. Design/methodology/approach–A higher …

This study delineates the process of brand longevity: the achievement of social salience and
ongoing consumer engagement over a sustained period. Our study contributes to branding …

This research extends prior work on celebrity brands to focus on the issue of how
authenticity is constructed, communicated and managed in the manufacturing of celebrity …

This book examines the main issues and concepts relating to heritage, screen and literary
tourism (HSLT) and provides a comprehensive understanding and evaluation of these three …