J Strat Mar
Introduction
Journal of Strategic Marketing, 31(7)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Strategic Brand Storytelling
—Adam J. Mills [] []
The dynamic construction of brand storytelling
—Isabelle Aimé [] []
Story elements, narrative transportation, and schema incongruity: a framework for enhancing brand storytelling effectiveness
—David M. Houghton [] []
How dark stories boost recall
—Colin Campbell, Sean Sands & Carla Ferraro [] []
Telling the tale: applying a strategic brand storytelling process for STP planning
—Elizabeth Randon McDougal, Holly A. Syrdal, Renée Gravois & April Kemp [] []
Building positive internal and external stakeholder perceptions through CSR storytelling
—Kelly R. Hall, Dana E. Harrison & Obinna O. Obilo [] []
Brand activism change agents: strategic storytelling for impact and authenticity
—Thomas Martin Key, Astrid L. Keel, Andrew J. Czaplewski & Eric M. Olson [] []