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1 – 10 of over 15000
Article
Publication date: 4 June 2021

JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge and Anita D. Bhappu

Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumersbrand storytelling is created, developed and…

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Abstract

Purpose

Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumersbrand storytelling is created, developed and shared by consumers. This research aims to examine whether consumersbrand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm.

Design/methodology/approach

Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumersbrand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted.

Findings

The results show that consumersbrand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude.

Originality/value

There is a lack of empirical research investigating how consumersbrand storytelling is different from brand stories created by firms, and how consumersbrand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumersbrand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.

Details

Journal of Product & Brand Management, vol. 31 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Book part
Publication date: 26 February 2013

Arch G. Woodside, Suresh Sood and Karlan M. Muniz

The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural…

Abstract

The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural contexts involving shopping for and using brands informs explanations of associations of archetypes, brands, and consumers. The study advances the use of degrees-of-freedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study's theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing.

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

Article
Publication date: 21 December 2023

Chao Fan, Feng Jiang, Mingzhe Yu and Xiaobo Tao

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most…

Abstract

Purpose

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumersstory immersion, to non-blank-leaving(more).

Design/methodology/approach

Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.

Findings

The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.

Practical implications

Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.

Originality/value

To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

Details

Journal of Product & Brand Management, vol. 33 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

Book part
Publication date: 7 December 2016

Arch G. Woodside

Case study research frequently includes collecting and interpreting stories individuals tell about their lives and event that they believe that they know about. Chapter 3…

Abstract

Synopsis

Case study research frequently includes collecting and interpreting stories individuals tell about their lives and event that they believe that they know about. Chapter 3 discusses storytelling theory and describes case study research in consumer behavior of stories that consumers tell about buying and using products and services. Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories — and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this chapter develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The chapter includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.

Details

Case Study Research
Type: Book
ISBN: 978-1-78560-461-4

Book part
Publication date: 2 May 2015

Allison R. Johnson, Matthew Thomson and Jennifer Jeffrey

Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer

Abstract

Purpose

Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even when explicitly reminded that it is manufactured by firms with an underlying profit motive. Because belief seems to be the default position adopted by consumers, we investigate what factors act as disruptors to this default position, thereby reducing assessments of authenticity.

Methodology

This research uses a series of studies to investigate when and why consumers view some brand stories as authentic and others less so. In addition, we examine the impact of changes to authenticity assessments on managerially important brand outcomes.

Findings

Only when one or more authenticity disruptors are present do consumers begin to question the authenticity of the brand narrative. Disruption occurs when the focal brand is perceived to be nakedly copying a competitor, or when there is a gross mismatch between the brand narrative and reality. In the presence of one or both of these disruptors, consumers judge brands to be less authentic, report lower identification, lower assessments of brand quality and social responsibility, and are less likely to join the brand’s community.

Implications

Creating compelling brand stories is an important aspect of any marketing manager’s job; after all, these narratives help drive sales. Care must be taken when crafting narratives however, since consumers use these as the basis of their authenticity assessments, and brands deemed inauthentic are penalized.

Article
Publication date: 14 June 2019

Adam J. Mills and Karen Robson

Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in…

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Abstract

Purpose

Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved.

Design/methods

This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature.

Findings

This paper highlights authenticity and emotional engagement as keys to effective storytelling.

Practical implications

Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail.

Originality/value

This paper provides insight into brand management strategies in the era of fake news.

Details

Journal of Product & Brand Management, vol. 29 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 28 August 2019

Christin Seifert and Wi-Suk Kwon

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in…

2607

Abstract

Purpose

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism.

Design/methodology/approach

A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses.

Findings

Participants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant.

Practical implications

Findings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs.

Originality/value

This study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.

Details

Marketing Intelligence & Planning, vol. 38 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 18 July 2016

Mine Üçok Hughes, Wendy K. Bendoni and Ekin Pehlivan

This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers.

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Abstract

Purpose

This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers.

Design/methodology/approach

A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands.

Findings

Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign.

Research limitations/implications

Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment.

Practical implications

This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation.

Originality/value

To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.

Details

Journal of Product & Brand Management, vol. 25 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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