Storytelling and Consumer Brand Relationships

This book explores how storytelling shapes consumer–brand relationships and brand value. It addresses a key challenge in brand management: the fragmentation of theories and the difficulty of measuring brand value coherently.

The book reviews foundational branding theories and connects them to contemporary perspectives, including cultural and relational branding. It explains how brand narratives help create meaning, trust, and long-term consumer engagement. Subsequent chapters show how storytelling links brand identity, consumer experience, and brand equity. The book also demonstrates how brand narratives can be studied and measured through both quantitative and qualitative approaches. In particular, it introduces innovative visual and narrative research techniques, including online multi-image elicitation and digital collage, which complement traditional measurement scales.

By integrating theory with methodological innovation, the book offers a clear framework for understanding how storytelling contributes to brand value creation and consumer relationships in contemporary brand management.

Justyna Ganassali is Professor of Marketing at the University of Economics in Katowice, Poland. Her research focuses on brand management, storytelling, and consumer behaviour. She has held academic leadership positions, including Dean and President of the Dukenet International University Network. Her publications address branding, consumer value, and brand narratives.