What’s the story, allegory?

@article{Brown2021WhatsTS,
  title={What’s the story, allegory?},
  author={Stephen Brown and Lorna Stevens and Pauline Maclaran},
  journal={Consumption Markets \& Culture},
  year={2021},
  volume={25},
  pages={34 - 51}
}
ABSTRACT If ever a literary genre were made for consumer research, that literary genre is allegory. The word comes from the Ancient Greek allegoreo, meaning to speak of the other in the marketplace. Building on the pioneering research of Barbara B. Stern, this article considers the character and characteristics of allegorical storytelling. It does so by means of an empirical study of a richly storied apparel brand, Hollister (HCo), whose sudden rise and rapid fall contains allegorical lessons… 
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