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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.
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]
Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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  Data: Virtue Ethics in Marketing: The Art of Crafting Tragic Brand Stories.
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  Data: *<searchLink fieldCode="DE" term="%22Storytelling%22">Storytelling</searchLink><br /><searchLink fieldCode="DE" term="%22Virtue+ethics%22">Virtue ethics</searchLink><br /><searchLink fieldCode="DE" term="%22Ethics%22">Ethics</searchLink><br /><searchLink fieldCode="DE" term="%22Virtue%22">Virtue</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Storytelling+in+business%22">Storytelling in business</searchLink><br /><searchLink fieldCode="DE" term="%22Tragedy+%28Trauma%29%22">Tragedy (Trauma)</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+image%22">Brand image</searchLink>
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  Data: 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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  Data: <i>Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Text: English
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        Type: general
      – SubjectFull: Virtue ethics
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      – SubjectFull: Ethics
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