Assistant Professor, BSSS Institute of Advanced Studies, Bhopal
JournalSIMRJ
Volume / Issue2 / 2
Pages32–41
Published08 Apr 2026
Paper IDSIMRJ22MA26005
Views / Downloads11 / 4
Article summary
Abstract
Story has power to be recognized quickly and last long in the memory of anyone as an individual therefore storytelling technique has been very much popular in getting recognition. Because of this magical power companied has started using this storytelling as tactics to get their brand recognized by the consumers. In the contemporary marketing practices, brand storytelling has been getting momentum while winning consumer loyalty, trust and engagement. Starting from the small narrative to big, brand storytelling is playing vital role in catching customer engagement. These narratives not only drive customers but equally influences employees of a company. These employees find values, transparency and long-term focus about what the company is and what is expecting from us. Brand storytelling is leveraging customer and employee engagement together for a company thus becomes a fruitful marketing strategy. This study finds prime storytelling patterns by using thematic analysis that helps organizations to boost up emotional engagement as well as brand identity. This study described three vital storytelling themes as authenticity, social purpose, and emotional resonance that contribute to employee identification with brand values and customer engagement. This study finds that the storytelling can be used as strategic framework by organizations for building the network of stakeholders in this competitive landscape. With the focus of narrative centred branding strategies, this qualitative study helps in enhancing marketing literature and managerial capabilities for laying down the basis frameworks in corporate communication.
Shabeena Khan Durrani (2026). The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective. Shodhpith International Multidisciplinary Research Journal, 2(2), 32–41. https://doi.org/10.64127/Shodhpith.2026v2i2005
Shabeena Khan Durrani. “The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective.” Shodhpith International Multidisciplinary Research Journal, vol. 2, no. 2, 2026, pp. 32–41. https://doi.org/10.64127/Shodhpith.2026v2i2005
Shabeena Khan Durrani. “The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective.” Shodhpith International Multidisciplinary Research Journal 2, no. 2 (2026): 32–41. https://doi.org/10.64127/Shodhpith.2026v2i2005
Shabeena Khan Durrani (2026) ‘The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective’, Shodhpith International Multidisciplinary Research Journal, 2(2), pp. 32–41. Available at: https://doi.org/10.64127/Shodhpith.2026v2i2005.
Shabeena Khan Durrani, “The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective,” Shodhpith International Multidisciplinary Research Journal, vol. 2, no. 2, pp. 32–41, 2026. https://doi.org/10.64127/Shodhpith.2026v2i2005.
Shabeena Khan Durrani. The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective. Shodhpith International Multidisciplinary Research Journal. 2026;2(2):32–41. https://doi.org/10.64127/Shodhpith.2026v2i2005.
Shabeena Khan Durrani. The Role of Brand Storytelling in Driving Employee and Customer Engagement: A Strategic Marketing Perspective. Shodhpith International Multidisciplinary Research Journal 2026, 2 (2), 32–41. https://doi.org/10.64127/Shodhpith.2026v2i2005.
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