The influence of storytelling on the consumer–brand relationship experience

Detalhes bibliográficos
Autor(a) principal: Crespo, Cátia Fernandes
Data de Publicação: 2023
Outros Autores: Ferreira, Alcina Gaspar, Cardoso, Ricardo Moita
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.8/8999
Resumo: Acknowledgements This work is fnanced by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.
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spelling The influence of storytelling on the consumer–brand relationship experienceStorytellingNarrative structureConsumer relationship experienceConsumer–brand identifcationAfective involvementPurchase intentionAcknowledgements This work is fnanced by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.The main purpose of this research is to explore the strategic role of storytelling as a facilitator of the consumer–brand relationship experience through the creation of cognitive, emotional, and behavioural responses. The hypotheses are tested with a dataset of survey data from 323 Portuguese consumers using partial least squares structural equation modelling. Based on social identity theory, the findings show that storytelling improves consumers’ cognitive responses through consumer–brand identification and stimulates consumers’ emotional responses through brand affective involvement. Moreover, storytelling stimulates behavioural responses through purchase intention, via the mediating role of consumers’ cognitive and emotional responses. The results also show that storytelling generates stronger emotional than cognitive responses, but cognitive responses have stronger effects on behavioural responses. This research contributes to the literature on the strategic role of storytelling in brand management by demonstrating that storytelling is an effective way of improving the consumer–brand relationship experience.Springer NatureIC-OnlineCrespo, Cátia FernandesFerreira, Alcina GasparCardoso, Ricardo Moita2023-12-05T19:11:37Z2023-032023-03-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.8/8999engCrespo, C.F., Ferreira, A.G. & Cardoso, R.M. The influence of storytelling on the consumer–brand relationship experience. J Market Anal 11, 41–56 (2023). https://doi.org/10.1057/s41270-021-00149-0https://doi.org/10.1057/s41270-021-00149-02050-3326metadata only accessinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-17T15:58:34Zoai:iconline.ipleiria.pt:10400.8/8999Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:51:33.388314Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of storytelling on the consumer–brand relationship experience
title The influence of storytelling on the consumer–brand relationship experience
spellingShingle The influence of storytelling on the consumer–brand relationship experience
Crespo, Cátia Fernandes
Storytelling
Narrative structure
Consumer relationship experience
Consumer–brand identifcation
Afective involvement
Purchase intention
title_short The influence of storytelling on the consumer–brand relationship experience
title_full The influence of storytelling on the consumer–brand relationship experience
title_fullStr The influence of storytelling on the consumer–brand relationship experience
title_full_unstemmed The influence of storytelling on the consumer–brand relationship experience
title_sort The influence of storytelling on the consumer–brand relationship experience
author Crespo, Cátia Fernandes
author_facet Crespo, Cátia Fernandes
Ferreira, Alcina Gaspar
Cardoso, Ricardo Moita
author_role author
author2 Ferreira, Alcina Gaspar
Cardoso, Ricardo Moita
author2_role author
author
dc.contributor.none.fl_str_mv IC-Online
dc.contributor.author.fl_str_mv Crespo, Cátia Fernandes
Ferreira, Alcina Gaspar
Cardoso, Ricardo Moita
dc.subject.por.fl_str_mv Storytelling
Narrative structure
Consumer relationship experience
Consumer–brand identifcation
Afective involvement
Purchase intention
topic Storytelling
Narrative structure
Consumer relationship experience
Consumer–brand identifcation
Afective involvement
Purchase intention
description Acknowledgements This work is fnanced by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-05T19:11:37Z
2023-03
2023-03-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.8/8999
url http://hdl.handle.net/10400.8/8999
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Crespo, C.F., Ferreira, A.G. & Cardoso, R.M. The influence of storytelling on the consumer–brand relationship experience. J Market Anal 11, 41–56 (2023). https://doi.org/10.1057/s41270-021-00149-0
https://doi.org/10.1057/s41270-021-00149-0
2050-3326
dc.rights.driver.fl_str_mv metadata only access
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dc.publisher.none.fl_str_mv Springer Nature
publisher.none.fl_str_mv Springer Nature
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