The impact of storytelling on brand image and consumer behaviour

Abstract

This thesis explores the substantial impact of brand storytelling on customer behaviour, brand image, and loyalty. It gives helpful ideas for marketers by drawing on academic concepts like narrative transportation and schema theory, as well as real-world case studies. The study, which was performed via a Google survey, highlights the continuing importance of narrative in connecting companies with people. This study is a precursor to the ever-changing stories that will influence the dynamic landscape of business and marketing, highlighting the limitless possibilities of storytelling in the modern world.