Virtue Ethics in Marketing: The Art of Crafting Tragic Brand Stories.
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| Title: | Virtue Ethics in Marketing: The Art of Crafting Tragic Brand Stories. |
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| Authors: | Brokalaki, Zafeirenia1 (AUTHOR) z.brokalaki@qmul.ac.uk |
| Source: | Journal of Business Ethics. Sep2025, Vol. 200 Issue 3, p599-622. 24p. |
| Subject Terms: | *Storytelling, Virtue ethics, Ethics, Virtue, Marketing, Storytelling in business, Tragedy (Trauma), Brand image |
| Abstract: | The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard's Either/Or and Castoriadis' insights, it is illustrated that tragic stories can be a valuable creative resource for marketing professionals who wish to promote virtue ethics in the marketplace. To achieve this, the paper: a) illuminates the value of virtue-oriented stories in marketing; b) critically examines the value of existing brand stories; c) proposes an alternative brand storytelling orientation, based on the tradition of tragedy, which fosters virtue ethics; d) offers a framework and guidelines to brand executives who want to craft tragic brand stories. [ABSTRACT FROM AUTHOR] |
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| Database: | Education Research Complete |
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| Abstract: | The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard's Either/Or and Castoriadis' insights, it is illustrated that tragic stories can be a valuable creative resource for marketing professionals who wish to promote virtue ethics in the marketplace. To achieve this, the paper: a) illuminates the value of virtue-oriented stories in marketing; b) critically examines the value of existing brand stories; c) proposes an alternative brand storytelling orientation, based on the tradition of tragedy, which fosters virtue ethics; d) offers a framework and guidelines to brand executives who want to craft tragic brand stories. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 01674544 |
| DOI: | 10.1007/s10551-024-05838-1 |
