“Once upon a brand”: Storytelling practices by Spanish brands

We have all listened to and told stories. People are captivated by good stories since they have the power to translate us into new worlds and enable us to live the lives of others. In addition, our thoughts and emotions seem bound by the structure of stories. However, not only do consumers interpret their exposure to and experiences with brands through stories, but stories can persuade and strength the brand. Nowadays, companies are making...