The Influence of Brand Stories on Customers’ Purchase Intention

Chen, Mo; Chen, Jingdong; Wan, Yuezhen; Liu, Jiawei

doi:10.1007/978-3-030-79206-0_56

Cited by 2 publications

(2 citation statements)

References 8 publications

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“…Narrative communication stands as a significant lever in marketing, known for its capacity to boost purchase intentions (Kim et al , 2018a). Chen et al (2021) researched the impact of brand storytelling on consumers’ purchase intentions, unveiling the significant influence of social, emotional and cognitive values on brand identity which, subsequently, have positive effects on the purchase intentions of customers. Similarly, Andhini and Andanawarih (2022) demonstrated that brand stories profoundly influence customer perceptions, directly impacting their intent to purchase.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Impact of product vs brand storytelling on online customer experience

Garczarek-Bak,

Szymkowiak,

Jaks

et al. 2024

IJWBR

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Purpose In this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce. Design/methodology/approach In the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK. Findings It is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience. Originality/value This research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Impact of product vs brand storytelling on online customer experience

Garczarek-Bak,

Szymkowiak,

Jaks

et al. 2024

IJWBR

View full text Add to dashboard Cite

show abstract

“…The competitive advantages of social enterprises are heavily influenced by the story told by the social enterprises (Dobele & Pietere, 2021). Brand storytelling positively influences society's perception and emotions in shaping consumers' purchase intention (Chen et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand

Shahrin

Wahid

Isa

2022

EJBMR

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Covid-19 pandemic had changed the dynamic of brand building landscape and social enterprise requires a new way to build their brand. This study contributes to the advent of digital brand storytelling in marketing and brand building. Digital brand storytelling originated from conventional storytelling methods, that combine all interactive elements such as text, audio, and images to communicate with the consumers. Storytelling has been an effective medium of human communication- to convey messages. What makes storytelling is so effective that storytelling engenders emotional response, enhancing the brand's image and creating sustainable consumer engagement. The big bang of the internet provides companies a new avenue to tell consumers the story of their brand. For a company that usually lacks branding such as a social enterprise, knowledge remains scarce about the overwhelming impact of digital storytelling in marketing. This study looks at the elements of signature stories and the role it plays in revolutionizing the whole content of digital marketing strategy. The result of this study will shed solutions to branding building strategy through brand storytelling of social enterprise in Malaysia.

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The Influence of Brand Stories on Customers’ Purchase Intention

Cited by 2 publications

References 8 publications

Impact of product vs brand storytelling on online customer experience

Impact of product vs brand storytelling on online customer experience

Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand

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