Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue
This introduction reviews core principles of storytelling theory. The article explains basic propositions of good storytelling. A brief summary of each of the six articles that follow appears. The article extends a note of appreciation to the members of the special editorial board for this issue and...
| Main Author: | |
|---|---|
| Format: | Journal Article |
| Published: |
John Wiley & Sons
2010
|
| Online Access: | http://hdl.handle.net/20.500.11937/6431 |