Year: 2024
Type: article
Abstract: The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard’s Either/Or and Castoriadis’ insights, it is illustrated that tragic stories can be a valuable creative resource for marketing professionals who wish to promote virtue ethics in the marketplace. To achieve this, the paper: a) illuminates the value of virtue-oriented stories in marketing; b) critically examines the value of existing brand stories; c) proposes an alternative brand storytelling orientation, based on the tradition of tragedy, which fosters virtue ethics; d) offers a framework and guidelines to brand executives who want to craft tragic brand stories.
Source: Journal of Business Ethics
Author: Zafeirenia Brokalaki
Institutions: University of London, Queen Mary University of London
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,590
OpenAlex ID: W4405010232