Storytelling and Consumer Brand Relationships : The Importance of Narratives in Brand Management

This book offers a comprehensive and integrated perspective on brand management, addressing a persistent challenge in the field: the fragmentation of theory and the measurement of brand value.

This book offers a comprehensive and integrated perspective on brand management, addressing a persistent challenge in the field: the fragmentation of theory and the measurement of brand value. Despite extensive research, the coexistence of multiple definitions, models, and perspectives has often resulted in conceptual ambiguity. To resolve this, the book systematically reviews foundational brand theories and synthesizes them with contemporary approaches, including cultural and relational branding. It positions storytelling as a central mechanism that connects brand identity, consumer relationships, and value creation—not merely as a communication tool, but as a strategic process shaping trust, meaning, and long-term loyalty. Advancing methodological discourse, the book demonstrates how brand storytelling can be operationalized through both quantitative and qualitative methods. It introduces innovative visual and narrative techniques—such as online multi-image elicitation and digital collage—that complement traditional scale-based metrics and capture the emotional and symbolic dimensions of brand value. By combining theoretical synthesis with empirical application, this work develops a coherent framework for understanding and measuring how narratives construct consumer–brand value. It will be of particular interest to marketing scholars, doctoral researchers, and advanced practitioners seeking conceptual clarity and methodological innovation in brand evaluation.