Once upon a time there was a consumer…: stories of magic and the magic of stories (2016)
Journal Article
Heath, T., & Heath, M. (2016). Once upon a time there was a consumer…: stories of magic and the magic of stories. Journal of Marketing Management, 32(9-10), 811-826. https://doi.org/10.1080/0267257X.2016.1189450

This paper explores how the centrality of narrative to people’s understandings of the world, and the power of stories of enchantment in particular, colour consumer culture. Specifically, it analyses the ways in which fantastic themes of magic and her... Read More about Once upon a time there was a consumer…: stories of magic and the magic of stories.