Abstract
Storytelling has been a subject of academic inquiry for almost twenty
years. Contemporary research in marketing now consents the idea that
storytelling is relevant to branding. Social Entrepreneurship has been a
topic of academic study for more than forty years; however, the concept
has proved controversial because the term is used differently by
different scholars. This study’s central contribution is to offer a
comprehensive understanding to the reader of where the conversation is
regarding Storytelling, Branding and Social Entrepreneurship in the
academic marketing literature and to know what researchers should do to
extend work in that area. Both Consumer Theory and Consumer Narratives
Theory provide a framework that helps explain the role of storytelling
in branding. In this study, I review the background, key aspects, and
criticism of both Consumer Theory and Consumer Narratives Theory,
intending to gather an in-depth understanding of the role of
storytelling in marketing. Finally, I put into perspective conceptually
related approaches that link storytelling to marketing and present a
future research point of view.