Towards a Narratology of Brands

Understanding the effective cultural meanings of brands engages a salient stream of consumer culture theory. Researchers in this field have advanced insightful approaches for effectively studying brand meaning from micro- and macro-level perspectives. This study contributes to this research by offering “brand narratology” as a meso-level analytical framework for inquiring into brands as interrelated and intertemporal webs of stories. Brand narratology combines theory and methods for systematically eliciting, examining, and synthesizing the contents, compositions, and contexts of brand-related narratives. This essay introduces the basic tenets and discusses implications of the framework for marketing and consumer culture research on brand meaning.


Marius K. Luedicke and Giesler Markus (2007) ,"Towards a Narratology of Brands", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 419-420.


Marius K. Luedicke, Innsbruck University School of Management, Austria
Giesler Markus, Schulich School of Business, Canada


E - European Advances in Consumer Research Volume 8 | 2007

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