Consumers are applying more pressure on companies to embrace sustainable practices and tell purposeful stories to win their approval. They are increasingly critical of brands for their environmental and social impact, demanding authenticity and accountability. However, many businesses need help navigating this complex terrain, unsure of how to effectively integrate sustainability into their branding strategies. The lack of comprehensive resources that bridge the gap between theory and practice in sustainable branding is a significant challenge that needs immediate attention.

Compelling Storytelling Narratives for Sustainable Branding solves this pressing problem through a collection of insightful chapters contributed by esteemed academics, researchers, and practitioners. This book offers a roadmap for businesses seeking to align their brand narratives with sustainability principles. By delving into the psychology of storytelling, analyzing successful case studies, and providing practical guidance, this compendium equips readers with the tools and strategies to integrate sustainability into their branding efforts authentically.

This book has the potential to revolutionize brand engagement by empowering businesses to craft purposeful narratives that resonate with socially conscious consumers. It serves as a comprehensive guide for marketers, entrepreneurs, and business leaders, helping them navigate the complexities of sustainable branding and leverage it as a source of competitive advantage. This book is a guiding light in the constantly evolving branding landscape. It has the potential to revolutionize sustainable business practices and redefine the crucial role of brands in society.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Brand Legacy
Consumer Expectations
Crafting Authentic Narratives
Crisis Communication
Cross-Cultural Perspectives
Ephemeral Storytelling
Ethical Considerations
Greenwashing
Influencers
Measuring Impact
Narrative Framing
Psychology of Storytelling
Social Media
Sustainable Storytelling

Table of Contents

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Editor/Author Biographies

Paula Rodrigues holds a Ph.D. in Management, in the Faculty of Economics at the University of Porto, Portugal. She is an Associate Professor in Brand Management at the School of Economics and Management, Lusíada University - North, Portugal. Since 1995, she teaches Brand Management, Consumer Behaviour, Econometrics, statistics, and Quantitative Methods at the Universidade Lusíada - Norte. She has published several scientific papers, chapters, and books. Her on-going research projects concern consumer-brand relationships in the field of luxury, tourism and hospitality, and consumer goods.

Ana Pinto Borges holds a PhD in Economics, Faculty of Economics, University of Porto from 2009. Since 2010 She is Coordinating Professor at ISAG - European Business School specializing on the areas of Economics, Management, and Finance, and since 2015 Coordinator of the Master's Degree in Business Management and President of the Pedagogical Council of ISAG. She is Scientific Coordinator of Research Centre in Business Sciences and Tourism (CICET – FCVC) since 2021 and coordinated the ISAG Research Centre (NIDISAG) between 2015 and 2021. Since 2018, she is researcher of the Centre for Research in Organizations, Markets and Industrial Management (COMEGI). She supervised various PhD theses and master's theses. She published more than 180 publications (around 120 indexed in Scopus/WoS databases) in journals/book chapters/proceedings and 5 books (3 indexed in Scopus). She is associate editor at the Eurasian Business Review and editor and one of the founding members of the European Journal of Applied Business and Management (EJABM). She founded, integrated the organizer and scientific committees and did the co-editor of the proceedings of International Conference in Applied Business and Management (ICABM), International Workshop in Tourism and Hospitality Management (IWTHM), and in Accounting and Taxation (IWAT ). All these academic events have been indexed or are in evaluation by WoS and by EBSCO, among others. Furthermore, she is the coordinator and co-author of several applied projects financed by external entities (companies, municipalities, among others). She is Economist at the Portuguese Health Regulatory Authority since 2010 with the main function of carrying out sectoral studies and issuing opinions in the scope of access, quality and competition. Member of the Associação Portuguesa de Economia da Saúde (since 2005).

Elvira Vieira holds a PhD in Applied Economics, University of Santiago de Compostela. Professor, member of the Scientific Council at Institute of Marketing Management between 2007-2009 and Invited Professor at Minho University between 2009-2012. Professor at Polytechnic Institute of Viana do Castelo and Coordinating Professor at ISAG - European Business School since 2009. General Director at ISAG - European Business School since 2012, researcher in UNIAG, scientific coordinator of NIDISAG Research Center (between 2014 - 2021) and of Center in Business Sciences and Tourism (CICET - FCVC) since 2021. Author of several publications (papers and book chapters) indexed to the main bibliographic databases. Editor and one of the founding members of the European Journal of Applied Business and Management (EJABM). 2009 1st prize winner for research of the “Catedra da Euroregión Galicia – Norte of Portugal” and President of the European Grouping of Territorial Cooperation Galicia – North of Portugal, from 2010-2012.

Victor Tavares has a PhD in Business Sciences, Faculty of Economics, University of Porto, in 2005. Since 2007 is Coordinating Professor in Brand Management and Business Strategy at ISAG - European Business School. President of the ISAG Technical-Scientific Council. Coordinator of the master’s degree in Commercial Management and Marketing. Member of the Board of Directors of the Consuelo Vieira da Costa Foundation (FCVC). Researcher at the ISAG Research Center (NIDISAG), from 2009 to 2021. Integrated member of the Research Center for Business Sciences and Tourism of the Consuelo Vieira da Costa Foundation (CICET - FCVC), since 2021. He is the author of several indexed articles, papers, book chapters in the areas of Brand Management, and the book “Brand Management - An entrepreneurial approach to SMEs win in global markets”. Participation in presentations in various national and international congresses and member of the scientific committees in academic events. Consultant in the areas of Brand Management, Marketing and Strategy, since 1980.

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