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Brand Storytelling: entre doute et croyance. Une étude des récits de la marque Moleskine

Author

Listed:
  • Fatim-Zohra Benmoussa

    (UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse, CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Boris Maynadier

    (ISERAM - Institut Supérieur Européen de Recherches Appliquées au Management - ISEG Business and Finance School)

Abstract

Brand Storytelling : between doubt and belief. A study of Moleskine storytelling The brand storytelling is the new buzzword in our field. We use it loosely to refer to communication and brand management as narratives. Drawing on the multiplicity of relationships that customers may carry on with brand stories, we examine the frame of verisimilitude in semiotic theories. The case of Moleskine illustrates these issues from the perspective of "co-production of meaning". The results show that the position of consumers towards brand stories is likely to evolve as they suspend their own credulity face to the story. We offer lines of action for managers aimed to reinforce the plausibility of its narrative.

Suggested Citation

  • Fatim-Zohra Benmoussa & Boris Maynadier, 2013. "Brand Storytelling: entre doute et croyance. Une étude des récits de la marque Moleskine," Post-Print hal-02396367, HAL.
    • Handle: RePEc:hal:journl:hal-02396367
    DOI: 10.7193/DM.070.119.128
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    Citations

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    Cited by:

    1. Rola Hussant-Zébian & Shérazade Gatfaoui, 2015. "Expériences voulues et expériences vécues dans les centres commerciaux : le cas du Val d'Europe," Post-Print hal-01133663, HAL.
    2. Marie-Catherine Husson Paquier & Sophie Morin-Delerm, 2017. "L'acheteur, un excellent storyteller : Le cas de l'acheteur de produits monastiques," Post-Print hal-03693982, HAL.

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