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The influence of storytelling on the consumer–brand relationship experience

2023-03Journal article Restricted access
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dc.contributor.authorCrespo, Cátia Fernandes
dc.contributor.authorFerreira, Alcina Gaspar
dc.contributor.authorCardoso, Ricardo Moita
dc.date.accessioned2023-12-05T19:11:37Z
dc.date.available2023-12-05T19:11:37Z
dc.date.issued2023-03
dc.descriptionAcknowledgements This work is fnanced by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.pt_PT
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCrespo, 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/s41270-021-00149-0pt_PT
dc.identifier.doihttps://doi.org/10.1057/s41270-021-00149-0pt_PT
dc.identifier.eissn2050-3326
dc.identifier.urihttp://hdl.handle.net/10400.8/8999
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer Naturept_PT
dc.relationCentre of Applied Research in Management and Economics
dc.relation.publisherversionhttps://link.springer.com/article/10.1057/s41270-021-00149-0pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectStorytellingpt_PT
dc.subjectNarrative structurept_PT
dc.subjectConsumer relationship experiencept_PT
dc.subjectConsumer–brand identifcationpt_PT
dc.subjectAfective involvementpt_PT
dc.subjectPurchase intentionpt_PT
dc.titleThe influence of storytelling on the consumer–brand relationship experiencept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCentre of Applied Research in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.citation.endPage56pt_PT
oaire.citation.issue1pt_PT
oaire.citation.startPage41pt_PT
oaire.citation.titleJournal of Marketing Analyticspt_PT
oaire.citation.volume11pt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameCrespo
person.familyNameGaspar Ferreira
person.givenNameCátia Fernandes
person.givenNameAlcina
person.identifier.ciencia-id0615-6420-EC94
person.identifier.ciencia-id5415-BCD1-7FF1
person.identifier.orcid0000-0003-2886-7370
person.identifier.orcid0000-0002-5119-5827
person.identifier.scopus-author-id56072058400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsclosedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isAuthorOfPublication04f923dd-4270-4336-b526-5c0e2c170de1
relation.isAuthorOfPublication.latestForDiscovery99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isProjectOfPublication4c5aa29d-4b03-4713-8f40-08b3bbfd88d7
relation.isProjectOfPublication.latestForDiscovery4c5aa29d-4b03-4713-8f40-08b3bbfd88d7

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