The role of storytelling in the creation of brand love: the PANDORA case

The study of storytelling and brand love is justified by the need to understand potential as a tool that marketers have available positively influence felt consumers toward particular brand. In this case, we address jewelry PANDORA case study. our empirical research, intend role in creation when it used communication technique. addition, chose because its products are also associated with stories; thus, investigate whether use contributes love. results demonstrate positive impact regarding PANDORA. conclude stories associate their own make them like itself even more, which shows product narrative an important concept add value