Pepperdine Graziadio Faculty Research on Brand Narratives Published in Journal of Consumer Research
The Journal of Consumer Research, a leading journal on topics in consumer behavior, recently accepted and published a co-authored study by Pepperdine Graziadio faculty member Cristel Russell, PhD. Audiences have a variety of methods for consuming media, with options changing depending on timing, modality, and availability of content. The study, “One Brand, Many Trajectories: Narrative Navigation in Transmedia,” explores the ways in which consumers carve their own trajectories through brand narratives, using nine documented narrative positions to study brand spaces and brand storytelling.
This publication builds on Russell’s impressive resume featuring more than 60 academic articles in other business journals such as the Journal of Advertising and the Journal of Business Research, as well as health and prevention-focused journals such as the Journal of Studies on Alcohol and Drugs, Addiction and Psychological Services.