The impact of storytelling on brand image and consumer behaviour
Baakli, Ahmed (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120735005
https://urn.fi/URN:NBN:fi:amk-2023120735005
Tiivistelmä
This thesis delved into the profound impact of brand storytelling on customer behaviour, brand image, and loyalty. Marketers gained valuable perspectives by leveraging academic concepts such as narrative transportation and schema theory, along with insights from real-world case studies. Executed through a Google survey, the study emphasized the enduring importance of narrative in connecting companies with people. Serving as a precursor to evolving stories in the dynamic business and marketing landscape, this research highlighted the limitless possibilities of storytelling in the modern world.
The empirical foundation, a Google survey, underscored the persistent significance of narrative in the ongoing dialogue between companies and their audience. Beyond capturing a moment, this study is a pivotal chapter in the historical narrative of storytelling's transformative role in the evolving landscape of business and marketing.
Reflecting on the impact of brand storytelling, this thesis chronicled the influential relationships between narrative strategies and consumer responses while offering a forward-looking perspective. Executed with precision through a Google survey, the study served as a harbinger of stories yet to be written in the dynamic landscape of business and marketing.
The empirical foundation, a Google survey, underscored the persistent significance of narrative in the ongoing dialogue between companies and their audience. Beyond capturing a moment, this study is a pivotal chapter in the historical narrative of storytelling's transformative role in the evolving landscape of business and marketing.
Reflecting on the impact of brand storytelling, this thesis chronicled the influential relationships between narrative strategies and consumer responses while offering a forward-looking perspective. Executed with precision through a Google survey, the study served as a harbinger of stories yet to be written in the dynamic landscape of business and marketing.