How Narrative is Magically Created by the Lore of the Brand: The Consumer Brand Affinity Fan

Abstract

This paper aims to explore how organisations can build consumer engagement and affinity through creating the conditions for the magic inherent in a shared narrative. Brands are facing up to a serious collapse in consumer... [ view full abstract ]

Authors

  1. Mark Fowlstone (Multiply UK Ltd.)
  2. Robert Williams, Jr (Susquehanna University)
  3. Maktoba Omar (Edinburgh Napier University)

Topic Area

Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora

Session

PT2-BICB5 » Brand, Identity & Corporate Reputation (13:30 - Thursday, 9th July)

Paper

How_Narrative_is_Magically_Created_Body.pdf

Presentation Files

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