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Why use storytelling in advertising? An experimental investigation of the effectiveness of storytelling in communicating corporate brand identity to consumers

Stories have formed an integral part of our lives. The use of story has been made in various settings. We hear stories from everywhere. But the use of stories in marketing has been a trend in the recent times. Ranging from the individuals to brands, everyone is telling a story. Brand image and brand...

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Bibliographic Details
Main Author:	BHAYANI, SAMIP
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2015
Online Access:	https://eprints.nottingham.ac.uk/30098/

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