Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=rjmm20 Journal of Marketing Management ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/rjmm20 Echoing the golden legends: storytelling archetypes and their impact on brand perceived value Stéphane Ganassali & Justyna Matysiewicz To cite this article: Stéphane Ganassali & Justyna Matysiewicz (2020): Echoing the golden legends: storytelling archetypes and their impact on brand perceived value, Journal of Marketing Management, DOI: 10.1080/0267257X.2020.1831577 To link to this article: https://doi.org/10.1080/0267257X.2020.1831577 Published online: 15 Oct 2020. Submit your article to this journal View related articles View Crossmark data