Brand management in the era of fake news: narrative response as a strategy to insulate brand value
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 14 June 2019
Issue publication date: 5 March 2020
Abstract
Purpose
Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved.
Design/methods
This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature.
Findings
This paper highlights authenticity and emotional engagement as keys to effective storytelling.
Practical implications
Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail.
Originality/value
This paper provides insight into brand management strategies in the era of fake news.
Keywords
Citation
Mills, A.J. and Robson, K. (2020), "Brand management in the era of fake news: narrative response as a strategy to insulate brand value", Journal of Product & Brand Management, Vol. 29 No. 2, pp. 159-167. https://doi.org/10.1108/JPBM-12-2018-2150
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited