.... It introduces the PPA as one way marketers can help customers achieve this goal of conversation. © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Storytelling Brand stories Word-of-mouth Willingness to pay Narratives On each bottle of wine sold...

... flexibility Co‐creation of meaning Narrative capability Storytelling Management strategy Marketing strategy Several authors have made a distinction between operational, tactical and strategic flexibility, with operational flexibility reflecting the shortest‐term and strategic flexibility...

... distinctions between these two types of stories (yet in one of our empirical studies we include both types). Violence Brands Consumer behaviour Advertising effectiveness Storytelling From a story‐telling point of view, a common argument is that an exciting story needs to build tension...