... implications This paper shows, contrary to the stereotype, that there is much more to Harry Potter consumers than the long lines of enthusiastic fans standing outside bookstores at midnight. Originality/value In a world where brands are narratives and consumers are readers, this paper shows...

... from the perspectives of sociology, organisational psychology and corporate marketing communication, primarily based on the narrative paradigm. Detailed theoretical exploration, coupled with several conceptual propositions as well as analyses of exemplary cases, provides academic and practical...