Overview

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.

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9783032251220

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Justyna Ganassali. is a Professor of Marketing at the University of Economics in Katowice, Poland, specializing in brand management, storytelling, and consumer behavior. She has over twenty-five years of academic experience, combining research, teaching, and international leadership. Her work bridges theory and practice through experiential learning and Erasmus+ projects, including leadership of the European master programs MERCURI and MAGELLAN. She served as President of the Dukenet International University Network and has held senior academic positions such as Dean and Vice-Dean. Her research, published in journals such as the Journal of Consumer Marketing and the Journal of Marketing Management, explores brand narratives, customer perceived value, and cultural branding. Author and editor of several books on marketing and consumer behavior, she continues to contribute to global academic collaboration and curriculum innovation in management education.

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