Brand-consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue
Article first published online: 13 MAY 2010
© 2010 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Brand—Consumer Storytelling Theory and Research
Volume 27, Issue 6, pages 531–540, June 2010
How to Cite
Woodside, A. G. (2010), Brand-consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue. Psychol. Mark., 27: 531–540. doi: 10.1002/mar.20342
- Issue published online: 13 MAY 2010
- Article first published online: 13 MAY 2010
This introduction reviews core principles of storytelling theory. The article explains basic propositions of good storytelling. A brief summary of each of the six articles that follow appears. The article extends a note of appreciation to the members of the special editorial board for this issue and to Rajan Nataraajan. © 2010 Wiley Periodicals, Inc.