The role of storytelling in the creation of brand love: the PANDORA case

Abstract

The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we address the jewelry brand PANDORA as a case study. In our empirical research, we intend to understand the role of storytelling in the creation of brand love when it is used as a brand communication technique. In addition, we chose the brand PANDORA because its products are also associated with stories; thus, we also intend to investigate whether this use of storytelling contributes to the creation of brand love. The results demonstrate a positive impact of storytelling in the love felt by the consumers regarding the brand PANDORA. In addition, we conclude that the stories consumers associate with their own PANDORA jewelry make them like the jewelry and the brand itself even more, which shows that product narrative is an important concept to add value to the product and the brand.

A story to sell: The influence of storytelling on consumers' purchasing behavior

“…Stories build identities, realities, and relationships between brands and consumers (Lund et al, 2018). Narratives help consumers identify with the brand, evoking their empathy and values (Song et al, 2019), facilitating engagement behaviors (Morton, 2017), and creating brand love (Dias & Cavalheiro, 2022). Understanding consumers' identification with specific values offers a means by which a brand may reinforce its genuine connection with these values and enhance its significance for consumers (Rapier, 2016).…”

Meningkatkan Partisipasi Konsumen melalui Konten Digital Storytelling

“…Banyak penelitian menunjukkan bahwa komunikasi yang ditujukan pada pelanggan dapat merangsang keterlibatan dengan perusahaan [2] [3] [4] Isi dari komunikasi tersebut harus membangkitkan minat konsumen untuk mulai mengambil tindakan dan membentuk keterikatan psikologis dengan perusahaan dan produknya. Pada akhirnya, konsumen yang terlibat dapat mendorong pertumbuhan penjualan perusahaan dan profitabilitas [5]. Dalam upaya untuk menciptakan hubungan secara personal dan terlibat dengan pelanggan secara online, perusahaan juga mulai menggunakan storytelling untuk menarik pelanggan [6].…”

“…Cerita memperkaya merek dengan warisan emosional dan citra yang lebih substansial dan, oleh karena itu, membuatnya lebih menarik bagi konsumen. Woodside [15] mengungkapkan bahwa (1) orang secara alami berpikir secara naratif; (2) cerita memperkuat ingatan; (3) cerita memberikan pengalaman yang menyenangkan; (4) merek dan produk dapat menarik pola dasar psikologis, sehingga tercapai identifikasi merk yang kuat dari konsumen; dan (5) Tim pengusul dan mitra melakukan dokumentasi digital, monitoring media untuk mengetahui digital value dan engagement rate yang meningkat pengukuran evaluasi digital yang dilihat dari like, comment, view, subscriber, dan follower.…”

The Influence of Brand Equity on Customer Loyalty: A Case Study on Pandora

“…Product narrative is a great way to add value to brands. Because the stories that consumers articulate in relation to their own Pandora jewelry make the connection between the product and the story go beyond storytelling, consumers as storytellers become fonder of the brand [9]. The above research discusses the impact of Pandora's storytelling on brand love, Pandora café , and consumer brand engagement.…”