Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar
Chapter 13: Communicating luxury brands through stories
Luxury brands have undertaken extensive use of storytelling in order to positively affect brand perceptions, stimulate positive WOM, lead customer advocacy, and persuade. This chapter identifies three distinct stages: (1) story-making, (2) storytelling, and (3) story-receiving, which follow the progression of a story from its provider (the luxury brand) to its receiver (the luxury customer). For each stage, the chapter reviews relevant literature and identifies core concepts holding theoretical and practical relevance. It also traces three promising avenues for future research. From an epistemological perspective, the chapter covers contributions from Consumer Psychology, Consumer Culture Theory, Media Studies, and Structural Narratology
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