Management Studies and Business Journal
Vol. 1 No. 4 (2024): Management Studies and Business Journal (PRODUCTIVITY)

Storytelling that Sells: Building Strong and Memorable Brands Through Narrative

Uhai, Sabalius (Unknown)
Piar, Christie Stepahanie (Unknown)

Article Info

Publish Date
30 Apr 2024

Abstract

The integration of the concept of "Brand Stories" in marketing with data-based marketing strategies has become the focus of attention in efforts to improve business performance and consumer engagement. This article presents the results of a systematic literature review aimed at exploring the potential and impact of this integration. By analyzing related studies from the period 2019 to 2024, we conclude that the integration of brand storytelling and data-driven marketing has great potential in improving sales results and consumer engagement. The practical implications of these findings are presented to provide guidance for marketing practitioners in designing more effective marketing strategies.

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Journal Info
Management Studies and Business Journal
Website

Abbrev

productivity

Publisher

PT Penelitian dan Pengembangan Ilmu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Management Studies and Business Journal (PRODUCTIVITY) reviewed covers theoretical and applied research in the field of Management and Business. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. PRODUCTIVITY Journal ...