This chapter explores the complex strategies that luxury brands use to create a sense of desire among consumers. The study emphasizes the comprehensive strategy that luxury brands employ to uphold exclusivity, authenticity, and innovation by combining theoretical ideas with practical insights....

The study investigates the different forms of craft narratives deployed by brands and its impact on brand communication and consumer engagement. The study is significant since it is set in India where digital narratology is relatively less researched and understood. The Indian context is also...

AI-generated content is transforming the landscape of financial marketing by enabling brands to craft impactful, personalized narratives at scale. This article delves into how AI technologies, such as natural language processing (NLP) and machine learning, are revolutionizing content creation in...