A Longitudinal Study Of The Drivers And Effectiveness Of Brand Storytelling
AuthorWatts, Hannah Caitlyn Ann
MetadataShow full item record
PublisherThe University of Arizona.
RightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
AbstractWith the ever-increasing number of advertisements in the market, consumers are becoming bombarded with messaging, and brands are trying to find ways to break through it all to reach consumers on a meaningful level. Marketing experts recommend brand storytelling as a way to improve the effectiveness of advertising by increasing the emotional appeal. However, the theory of brand storytelling and implementation among brands does not align; oftentimes in practice, brand storytelling merges into a blurry distinction between its core concept and simply narrative stories. This study set out to discover the differences in persuasion between brand storytelling and narrative advertising within marketing efforts. I explore which driving forces – narrative transportation and cognitive evaluation – lead to consumer persuasion in brand storytelling and how those effect long-term brand perception. The results show brand storytelling creates shortterm effects on cognitive evaluation and narrative transportation, but does not cause a significant difference in persuasion. Across time, brand storytelling does not differ from narrative advertising after a single exposure. Therefore it is recommended, among other things, that organizations utilize brand storytelling in an omni-channel strategy to increase impressions while integrating narrative advertising for repeat exposure as it offers less structure and lends to greater innovation.
Degree ProgramHonors College