The role of storytelling marketing in the customer's choice of the trademark of telecom companies in Iraq
DOI:
https://doi.org/10.21533/pen.v10.i1.536Abstract
This study aimed to clarify the role of storytelling marketing in the trademark marketing of telecommunications companies in Iraq, and it is logical that the role can be negative or favorable namely: value harmony, trademark image, trademark love, trademark loyalty.
The researcher used the descriptive approach with reference to the literature of the study and previous studies, then used the questionnaire as a method for collecting primary data, and after processing and analysing the data, the researcher reached a number of conclusions, the most important of which are: Oral marketing did not lose its lustre and did not lose its impact on the customer's choice of the Iraqi telecom companies' trademark. Details of conclusions and recommendations at the end of the paper.
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