The impact of storytelling on the consumer brand experience: The case of a firm-originated story
Volume: 20, Issue: 4, Pages: 283 - 297
Published: Feb 1, 2013
Stories fascinate people and are often more easily remembered than facts. Much has been written about the power of stories in branding, but very little empirical evidence exists of their effects on consumer responses. In the present study, we investigate how a firm-originated story influences consumers’ brand experience, by comparing the brand experiences of two groups of consumers. One group was exposed to the story and one group was not. An...