Stories and Retailer Brands: A Study of the UK’s Leading Retailers

Jones, Peter ORCID: 0000-0002-9566-9393 and Comfort, Daphne (2019) Stories and Retailer Brands: A Study of the UK’s Leading Retailers. Indonesian Journal of Contemporary Management Research, 1 (2). pp. 65-77. doi:10.33455/ijcmr.v1i2.92

Stories and Retailer Brands A Study of the UK’s Leading Retailers.pdf - Accepted Version
Available under License Creative Commons Attribution 4.0.

Download (218kB) | Preview


Storytelling, in one form or another, is probably as old as the human race, but in recent years, the importance of stories has become increasingly important within the business community, not least in public relations, leadership, marketing and branding. Within the retail sector of the economy the emergence of the retailer as a brand has been recognised as a major trend, but the role of stories in contributing to retailer brands has received less attention in the academic literature. This exploratory paper illustrates if, and how, storytelling has being employed by the leading UK retailers on their corporate websites and offers some reflections on storytelling in contributing to retailer brands. The findings reveal that the majority of the leading UK retailers employ a variety of stories on their corporate websites but the authors suggest that despite this variety, these stories, were all choreographed by the retailers to contribute to their corporate brands. At the same time, the authors suggest that many of the stories fail to clearly differentiate clearly one retailer from another and they also outline some of the problems involved in employing storytelling in contributing to retailer brands.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: stories, storytelling, retailer brands, marketing, brands, differentiation, UK
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 17 May 2019 11:36
Last Modified: 03 Aug 2023 09:34

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.