Brand stories in marketing: a bibliographic perspective.

To address a shortcoming in the current state of scholarly inquiry into brand stories from a strategic management perspective, a comprehensive bibliographic analysis is conducted on all papers in the journals included in the Web of Science database on brand stories. We employ the VOSViewer tool to complete our bibliographic analysis. VOSViewer allows for graphical representations of network maps. Using this tool, issues such as co-authorship, co-occurrence of keywords, co-citations, citations, and country and institutional origins are explored. This work offers a foundation for the scope of strategic approaches to brand storytelling by investigating the state of research to find areas of opportunity for scholars. We elucidate the existing state of scholarly research on the brand story conversation, offer a procedural overview of the VOSViewer tool, provide managerial implications of this work, discuss limitations of our study and suggest areas for future research. [ABSTRACT FROM AUTHOR]