Possessions and Storytelling

Possessions and Storytelling

By understanding self, a common thread of storytelling loosely ties the marketing theory of “self-concept” together with the narrative view of “identity.”…the exploration of possessions and their role in storytelling may strengthen the bond between consumers and brands.

The Tie-In Decision

The Tie-In Decision

It is not uncommon for a manufacturer to choose to “tie” its consumers’ purchase of one product to a required purchase of another. This paper examines the costs and benefits.