The role of storytelling in the creation of brand love: the PANDORA case

Published on Oct 6, 2021in Journal of Brand Management3.5
· DOI :10.1057/S41262-021-00254-6
Patrícia Dias8
Estimated H-index: 8
(UCP: Catholic University of Portugal),
Rita Cavalheiro (UCP: Catholic University of Portugal)
The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we address the jewelry brand PANDORA as a case study. In our empirical research, we intend to understand the role of storytelling in the creation of brand love when it is used as a brand communication technique. In addition, we chose the brand PANDORA because its products are also associated with stories; thus, we also intend to investigate whether this use of storytelling contributes to the creation of brand love. The results demonstrate a positive impact of storytelling in the love felt by the consumers regarding the brand PANDORA. In addition, we conclude that the stories consumers associate with their own PANDORA jewelry make them like the jewelry and the brand itself even more, which shows that product narrative is an important concept to add value to the product and the brand.
📖 Papers frequently viewed together
Organizations can benefit significantly from the growing capabilities of the internet. As the Web facilitates purchasing and reduces the costs of marketing, companies can connect with customers through the use of storytelling. This study aims to examine how small businesses leverage the use of storytelling to engage with customers and drive revenue and online reputation management.,Both qualitative and quantitative insights are offered in two studies. In Study 1, interviews were conducted with b...
#2Atena RahehaghH-Index: 3
Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process o...
This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.,This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).,The findings indicate that sensory and affective experiences have direct significant impacts on brand love, w...
Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this stud...
The purpose of this study is to identify how craft spirits distilleries use elements of the storytelling narrative as part of a storytelling marketing strategy.,A case study approach was undertaken based on seven craft distilleries in and around Chicago, IL. Data were collected from various sources including direct observation and secondary data based on online press coverage company websites and social media.,In the sample of firms, the authors identified the following seven categories of story...
The purpose of this paper is to evaluate the effect of the scandals and distrust over the past years in brand love regarding a classic and well-known financial brand. The authors consider the antecedents of brand love contemplating the role of negative emotions, engagement and authenticity. The authors study the brand of a Portuguese bank, Caixa Geral de Depositos, which was associated with harmful management and had to be intervened with monetary aid from the government.,An online questionnaire...
#1Mariola PalazonH-Index: 10
Last. María SiciliaH-Index: 17
view all 3 authors...
Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Find...
Cited By0
This website uses cookies.
We use cookies to improve your online experience. By continuing to use our website we assume you agree to the placement of these cookies.
To learn more, you can find in our Privacy Policy.