Can digital storytelling influence luxury brand perception? The case of Christian Dior
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40461 |
Resumo: | The research conducted in the context of this dissertation sought to study the influence of digital storytelling as a communication tool in consumers’ luxury brand perception of luxury brands. For this purpose, a case study of luxury brand Christian Dior was developed, through which digital stories produced and shared by the brand were analyzed and linked to its brand image among Portuguese consumers. For luxury brands, building their emotional appeal and symbolic value is crucial for their financial prosperity. More importantly, maintaining their luxury image, in the eyes of both luxury and non-luxury consumers, is considered fundamental. In turn, this aspirational and prestigious perception can be built from a unique brand identity, which needs to be properly communicated to the brands’ audiences. Hence, when a luxury brand makes the most out of storytelling’s capacity to educate consumers about a brand, communicate their identity, and kindle emotional connections, and symbolic brand value, by turning it into a piece of digital content, it becomes fair to question if it can influence consumers’ luxury perception of such brand. With the application of a mixed-methods approach, through a document analysis, qualitative content analysis, and survey, results show that, for the enquired Portuguese luxury and non-luxury consumers, digital storytelling had a persuasive effect, proving to have a positive influence on luxury brand perceptions of Dior for both sub-samples, although different dimensions of the concept were affected. The brand uses digital storytelling content in its digital campaigns to communicate its identity, engage with consumers emotionally, and showcase its aspirational and symbolic dimension, in order to build its high-end image. Results suggest that Dior could continue to use storytelling for the same branding purpose in future campaigns. |
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Can digital storytelling influence luxury brand perception? The case of Christian DiorDigital storytellingBrand storytellingContent marketingLuxury brand perceptionLuxury brand managementStorytelling digitalBrand storytellingMarketing de conteúdosPerceção de marca de luxoGestão de marca de luxoDomínio/Área Científica::Ciências Sociais::Ciências da ComunicaçãoThe research conducted in the context of this dissertation sought to study the influence of digital storytelling as a communication tool in consumers’ luxury brand perception of luxury brands. For this purpose, a case study of luxury brand Christian Dior was developed, through which digital stories produced and shared by the brand were analyzed and linked to its brand image among Portuguese consumers. For luxury brands, building their emotional appeal and symbolic value is crucial for their financial prosperity. More importantly, maintaining their luxury image, in the eyes of both luxury and non-luxury consumers, is considered fundamental. In turn, this aspirational and prestigious perception can be built from a unique brand identity, which needs to be properly communicated to the brands’ audiences. Hence, when a luxury brand makes the most out of storytelling’s capacity to educate consumers about a brand, communicate their identity, and kindle emotional connections, and symbolic brand value, by turning it into a piece of digital content, it becomes fair to question if it can influence consumers’ luxury perception of such brand. With the application of a mixed-methods approach, through a document analysis, qualitative content analysis, and survey, results show that, for the enquired Portuguese luxury and non-luxury consumers, digital storytelling had a persuasive effect, proving to have a positive influence on luxury brand perceptions of Dior for both sub-samples, although different dimensions of the concept were affected. The brand uses digital storytelling content in its digital campaigns to communicate its identity, engage with consumers emotionally, and showcase its aspirational and symbolic dimension, in order to build its high-end image. Results suggest that Dior could continue to use storytelling for the same branding purpose in future campaigns.A investigação realizada no contexto desta dissertação procurou estudar a influência do storytelling como instrumento de comunicação na perceção de marca de luxo por parte dos consumidores. Para este efeito, foi desenvolvido um estudo de caso da marca de luxo Christian Dior, através do qual narrativas digitais produzidas e partilhadas pela marca foram analisadas e associadas à sua imagem de marca entre os consumidores portugueses. Para as marcas de luxo, a construção da sua atração emocional e valor simbólico é crucial para a própria prosperidade financeira. Mais importante ainda, manter uma imagem de luxo, tanto aos olhos dos consumidores de luxo como dos não-consumidores de luxo, é considerado fundamental. Por sua vez, esta perceção aspiracional e de prestígio pode ser construída a partir de uma identidade de marca única, que precisa de ser devidamente comunicada ao público destas mesmas marcas. Assim, quando uma marca de luxo aproveita a capacidade do storytelling para educar os consumidores sobre si, comunicar a sua identidade, e estimular ligações emocionais, e o seu valor simbólico, transformando-o num conteúdo digital, torna-se justo questionar se este poderá influenciar a perceção de luxo dos consumidores sobre tal marca. Com a aplicação de uma abordagem de métodos mistos, através de uma análise documental, uma análise qualitativa de conteúdo e um inquérito, os resultados mostram que, para os consumidores de luxo e não-consumidores de luxo portugueses inquiridos, o storytelling digital teve um efeito persuasivo, provando ter uma influência positiva na perceção da marca Dior para ambas as subamostras, embora diferentes dimensões do conceito de “perceção de marca de luxo” tenham sido afetadas. A marca utiliza conteúdo de storytelling digital nas suas campanhas digitais para comunicar a sua identidade, envolverse emocionalmente com os consumidores e mostrar a sua dimensão aspiracional e simbólica, a fim de construir a sua imagem de topo de gama. Os resultados sugerem que a Dior poderá continuar a utilizar o storytelling para o mesmo propósito de branding em futuras campanhas.Simão, João Duarte Borges Martins de VasconcelosVeritati - Repositório Institucional da Universidade Católica PortuguesaRodrigues, Sofia Pinto2023-03-07T14:11:39Z2023-02-062022-092023-02-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40461TID:203228499porinfo: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:RCAAP2023-07-12T17:46:00Zoai:repositorio.ucp.pt:10400.14/40461Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:11.791842Repositório 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 |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
title |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
spellingShingle |
Can digital storytelling influence luxury brand perception? The case of Christian Dior Rodrigues, Sofia Pinto Digital storytelling Brand storytelling Content marketing Luxury brand perception Luxury brand management Storytelling digital Brand storytelling Marketing de conteúdos Perceção de marca de luxo Gestão de marca de luxo Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
title_short |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
title_full |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
title_fullStr |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
title_full_unstemmed |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
title_sort |
Can digital storytelling influence luxury brand perception? The case of Christian Dior |
author |
Rodrigues, Sofia Pinto |
author_facet |
Rodrigues, Sofia Pinto |
author_role |
author |
dc.contributor.none.fl_str_mv |
Simão, João Duarte Borges Martins de Vasconcelos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rodrigues, Sofia Pinto |
dc.subject.por.fl_str_mv |
Digital storytelling Brand storytelling Content marketing Luxury brand perception Luxury brand management Storytelling digital Brand storytelling Marketing de conteúdos Perceção de marca de luxo Gestão de marca de luxo Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
topic |
Digital storytelling Brand storytelling Content marketing Luxury brand perception Luxury brand management Storytelling digital Brand storytelling Marketing de conteúdos Perceção de marca de luxo Gestão de marca de luxo Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
description |
The research conducted in the context of this dissertation sought to study the influence of digital storytelling as a communication tool in consumers’ luxury brand perception of luxury brands. For this purpose, a case study of luxury brand Christian Dior was developed, through which digital stories produced and shared by the brand were analyzed and linked to its brand image among Portuguese consumers. For luxury brands, building their emotional appeal and symbolic value is crucial for their financial prosperity. More importantly, maintaining their luxury image, in the eyes of both luxury and non-luxury consumers, is considered fundamental. In turn, this aspirational and prestigious perception can be built from a unique brand identity, which needs to be properly communicated to the brands’ audiences. Hence, when a luxury brand makes the most out of storytelling’s capacity to educate consumers about a brand, communicate their identity, and kindle emotional connections, and symbolic brand value, by turning it into a piece of digital content, it becomes fair to question if it can influence consumers’ luxury perception of such brand. With the application of a mixed-methods approach, through a document analysis, qualitative content analysis, and survey, results show that, for the enquired Portuguese luxury and non-luxury consumers, digital storytelling had a persuasive effect, proving to have a positive influence on luxury brand perceptions of Dior for both sub-samples, although different dimensions of the concept were affected. The brand uses digital storytelling content in its digital campaigns to communicate its identity, engage with consumers emotionally, and showcase its aspirational and symbolic dimension, in order to build its high-end image. Results suggest that Dior could continue to use storytelling for the same branding purpose in future campaigns. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09 2023-03-07T14:11:39Z 2023-02-06 2023-02-06T00:00:00Z |
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info:eu-repo/semantics/publishedVersion |
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http://hdl.handle.net/10400.14/40461 TID:203228499 |
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