Articles de revues : « Brand Storytelling »

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Fauziah, Fairuz Nisa, et Ira Fachira. « The Evaluation of Digital Brand Storytelling Implementation in Local Brand ». European Journal of Business and Management Research 6, n^o 4 (25 août 2021) : 344–49. http://dx.doi.org/10.24018/ejbmr.2021.6.4.1030.

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In the digital era, where there are so many choices of brands, each brand must have good communication skills with its audience. One strategy that is now widely applied in various brands is the brand storytelling technique. Telling stories on social media is not just writing or just uploading content but must interact with the audience. Now, every brand must survive with good customer engagement with its consumers to be sustainable. Every brand certainly has a meaningful story that is shared with its audience through various strategies. Therefore, every brand must recognize and evaluate the brand storytelling strategy that has been implemented. Through brand storytelling, consumers will become part of the brand and engage for a long time. Implementation of brand storytelling needs to pay attention to the performance of the content marketing and how to arrange the elements of the signature stories in the strategy. The result of this study are solutions that can be applied to strengthen brand storytelling on Sewderhana Goods.

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Grębosz-Krawczyk, Magdalena. « Consumer storytelling as an element of word-of-mouth communication of nostalgic brands : evidence from Poland ». Innovative Marketing 16, n^o 3 (11 août 2020) : 74–84. http://dx.doi.org/10.21511/im.16(3).2020.07.

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Nowadays, brand storytelling is an important element of successful brand management on the business-to-consumer market. Based on brand storytelling, consumers create their own brand stories. Therefore, consumer storytelling becomes an essential component of word-of-mouth communication. The objective of the paper is to evaluate the possibility of using consumer storytelling as an element of word-of-mouth communication of nostalgic brands. The results of the empirical studies concerning 24 international and Polish, generational and transgenerational nostalgic brands, conducted among 1,000 Polish consumers, are presented. The research is based on a personal interview technique, an online survey technique and a focus group interview. Research results confirm that nostalgic brands – that reflect personal history – generate stories more often than their non-nostalgic counterparts. Consumer storytelling is more common among older respondents. Consumers create stories about nostalgic brands and are happy to share them. Given the strength of consumer storytelling, it is worth encouraging consumers to share stories about the brand that can be an important element of word-of-mouth communication. AcknowledgementThe research project was funded by the National Science Centre (project Opus 9, No. 2015/17/B/HS4/00945, “Nostalgia in brand management”) for the period 2016–2020.

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Sousa, Vânia. « Storytelling and retromarketing : strengthening brand communication ». Redmarka. Revista de Marketing Aplicado 25, n^o 2 (14 décembre 2021) : 44–62. http://dx.doi.org/10.17979/redma.2021.25.2.8752.

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Brands are becoming more aware of the importance of adding value to their products through storytelling. The aim of this article is to raise awareness of the power of storytelling and retromarketing to enhance the effectiveness of brand communication strategies and increase customer loyalty. The study consisted of an analysis of the chemicals produced in the brain during the telling of different types of stories and their influence on consumer behaviours, and of brand archetypes, based on the work of Carl Jung in this area. The study also conducted a review of experiments that demonstrate the economic value of storytelling and retromarketing narratives. The results show that storytelling and retromarketing enhance brand uniqueness and create a deeper, more genuine relationship between companies and customers. This emotional connection may be achieved when storytelling is targeted at a specific audience as part of a larger marketing strategy.

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Dhote, Tripti, et Vishal Kumar. « Long-duration Storytelling : Study of Factors Influencing Retention Ability of Brands ». Journal of Creative Communications 14, n^o 1 (mars 2019) : 31–53. http://dx.doi.org/10.1177/0973258618822871.

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In the current cluttered context, delivering brand communication competently to the intended target audience is a big challenge. Given the multiple options available in terms of brands and channels, creating the right impact is a tough call. One format which has emerged in recent times is long-duration storytelling. As a creative strategy, the format is gaining an immense prominence primarily due to its potential to hold audiences and leave an enduring impact on their minds. The trend also shows that brands embracing storytelling are moving beyond the traditional 30- and 45-s duration, resorting to longer formats of more than 60 s. Though there is some research on the ability of brand elements and other factors like culture and family influencing customer attitudes through storytelling, marketers also try to influence behaviour by adding elements of storytelling that demand realism, conciseness, reversal, humour and personal relevance. Yet, despite recent advances, there is limited research on long-format storytelling beyond 60 s. This study aims at investigating factors that can influence the retention ability of brands in commercials above 60 s. The outcome is significant from a practical perspective as it endeavours to assist brand and media practitioners in leveraging the factors that truly matter for enhancing the efficacy of long-duration storytelling above 60 s.

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Kao, Danny Tengti. « The impact of envy on brand preference : brand storytelling and psychological distance as moderators ». Journal of Product & ; Brand Management 28, n^o 4 (15 juillet 2019) : 515–28. http://dx.doi.org/10.1108/jpbm-08-2018-2004.

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Purpose While envy has been widely explored in psychology literature, theoretical understanding of the effects of envy on consumers’ emotional responses to brands is promising but under explored. Therefore, this study aims to apply cases of envy and psychological distance to consumers to examine whether the style of brand storytelling can moderate brand preference. Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Experiment 1 investigated the effect of envy on consumer evaluations of an advocated brand, through viewing a series of advertisements that varied in brand storytelling styles. A total of 104 working students were randomly assigned to a 2 (brand storytelling: underdog vs top dog) single factorial design. Experiment 2 investigates the effect of envy on consumer evaluations of the advocated brand through viewing advertisements that varied in psychological distance. A total of 108 working students were randomly assigned to a 2 (psychological distance: proximal vs distant) single factorial design. Experiment 3 investigated the effect of envy on evaluations of the brand through viewing advertisements that varied in brand storytelling style and psychological distance. A total of 208 working students were randomly assigned to a 2 (underdog vs top dog) × 2 (proximal vs distant psychological distance) between-subject factorial design. Findings Results demonstrate that for consumers experiencing benign and malicious envy, advertisements characterized by brand storytelling (underdog vs top dog) and psychological distance (proximal vs distant) will elicit differential brand preferences. Originality/value This research takes up the call to address the limited attention given to envy in the context of brand advertising. Specifically, this research aims to explore how consumer envy influences brand preference and the role of moderating effects such as brand storytelling and psychological distance in this context.

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Lee, Yong-Jae. « Pasteur Brand Storytelling Campaign ». Journal of the Korea Contents Association 11, n^o 8 (28 août 2011) : 142–49. http://dx.doi.org/10.5392/jkca.2011.11.8.142.

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Fadilla, Atria Nuraini, et Patra Aditia. « STORYTELLING DALAM KEMASAN KOPI JANJI JIWA ». ANDHARUPA : Jurnal Desain Komunikasi Visual & ; Multimedia 8, n^o 01 (16 avril 2022) : 1–9. http://dx.doi.org/10.33633/andharupa.v8i01.4154.

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AbstrakIndonesia merupakan salah satu negara penghasil dan pengkonsumsi kopi terbesar di dunia. Salah satu brand yang berhasil menguasai pasar kopi di Indonesia adalah kopi Janji Jiwa. Janji Jiwa mengetahui pentingnya membangun sebuah brand image. Salah satu pendekatan kreatif yang dilakukan oleh Janji jiwa adalah dengan storytelling yang diperkuat juga dengan copywriting dan tipografi. Lewat teknik pengumpulan data melalui observasi, studi literatur, dan wawancara mendalam terhadap sejumlah informan, yang kemudian dikaitkan dengan teori semiotika, maka hasil penelitian ini menunjukkan bahwa storytelling memperkuat brand image kopi Janji Jiwa dengan memberi kesan bahwa Janji Jiwa dimitoskan dengan peristiwa-peristiwa keseharian, seperti misalnya; pertemuan dengan sahabat, masa-masa kurang beruntung, ataupun perselisihan dengan rekan kerja. Selain itu, makna yang terbentuk dari konten kreatif kopi Janji Jiwa adalah mitos tentang teks-teks yang dapat mengisi waktu luang, punya kemampuan untuk menimbulkan pikiran yang reflektif, punya pendekatan yang baik dan ramah, serta niat yang tulus. Kata kunci: brand image, kopi janji jiwa, semiotik, storytelling AbstractIndonesia is one of the largest coffee producers and consumers in the world. One of the brands that has succeeded in dominating coffee market in Indonesia is Janji Jiwa Coffee. Janji Jiwa knows the importance of building a brand image. One of the creative approaches used by Janji Jiwa is storytelling which is also reinforced by copywriting and typography. Data collection techniques were gathered through observation, literature study, and in-depth interviews with several informants, which linked to semiotic theory. The results of this study indicate that storytelling strengthens the brand image of Janji Jiwa coffee by giving the impression that Janji Jiwa is associated with daily events, for example, meetings with friends, unfortunate moments, or disputes with coworkers. In addition, the meaning of content creative development of Janji Jiwa coffee is a myth about texts that can fill spare time, have the ability to generate reflective thoughts, have a kind and friendly approach, and have sincere intentions. Keywords: brand image, storytelling, semiotics, janji jiwa coffee

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Choi, Soow-A, Hwang Yun-yong et JUNG HYOSUN. « The Effect of Brand Storytelling in Brand Reputation ». Journal of Distribution Science 12, n^o 4 (avril 2014) : 55–63. http://dx.doi.org/10.15722/jds.12.4.201404.55.

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Choi, Soow-A., Hyo-Sun Jung et Yoon-Yong Hwang. « The Effect of Brand Storytelling in Brand Reputation ». Journal of Distribution Science 12, n^o 4 (30 avril 2014) : 55–63. http://dx.doi.org/10.13106/jds.2014.vol12.no4.55.

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Delgado-Ballester, E., et E. Fernández-Sabiote. « “Once upon a brand” : Storytelling practices by Spanish brands ». Spanish Journal of Marketing - ESIC 20, n^o 2 (septembre 2016) : 115–31. http://dx.doi.org/10.1016/j.sjme.2016.06.001.

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Lund, Niels Frederik, Caroline Scarles et Scott A. Cohen. « The Brand Value Continuum : Countering Co-destruction of Destination Branding in Social Media through Storytelling ». Journal of Travel Research 59, n^o 8 (28 novembre 2019) : 1506–21. http://dx.doi.org/10.1177/0047287519887234.

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Social media users are increasingly harming destination brands through their posts. This article examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danish destination management organization (DMO) VisitDenmark, the article investigates the prospective ways in which social media users co-destroy the DMO’s brand. We demonstrate how value creation is a fluid process generated along a “brand value continuum,” as complex interplays between co-creation and co-destruction manifest through user-generated content. The article provides recommendations on how DMOs can counter co-destruction by using storytelling to influence perceptions and set agendas for user conversations that stimulate brand co-creation.

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Hofman-Kohlmeyer, Magdalena. « The role of storytelling in building a brand ». Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 18, n^o 3 (29 septembre 2017) : 0. http://dx.doi.org/10.5604/01.3001.0010.6494.

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Nowadays, storytelling is a well-known tool used in process of building a brand. Despite of popularity of corporates’ stories, the elements a good brand story and condition under which story creates a value of a brand remains unclear. The present article is aimed to give an outlook on the role of storytelling in building a brand and how to design a good brand story. This paper is based on literature review. The analysis of polish and foreign surveys reveal that brand story rises positive emotions, unique association and better assessment to a brand. Researchers listed various elements that comprised a good brand story, e.g. authenticity, benefits, first-person narrator, sense of humor. Storytelling gives opportunity

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Tarczydło, Beata. « CONSUMER BEHAVIOURS VS. BRAND STORYTELLING. SELECTED ASPECTS ». PRACE NAUKOWE UNIWERSYTETU EKONOMICZNEGO WE WROCŁAWIU, n^o 501 (2017) : 24–34. http://dx.doi.org/10.15611/pn.2017.501.02.

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Tsvetkova, Olga L. « Storytelling as a tool of brand communication ». Verhnevolzhski Philological Bulletin 4, n^o 27 (2021) : 66–74. http://dx.doi.org/10.20323/2499-9679-2021-4-27-66-74.

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The article is devoted to studying theoretical foundations of storytelling as a brand promotion technology in the communication aspect of modern media space. Every year, consumers as well as companies are faster and faster losing interest in the familiar forms of advertising with the standard brand promises - corporate or personal. In a highly competitive media environment, with hundreds and thousands of hours of content produced daily and more material than a person could hypothetically consume in a lifetime, companies and brands have encountered a number of social phenomena that have become a communication barrier between the seller and the consumer. Storytelling has proven its effectiveness in many examples, and many marketers and branding experts say that this is the technology of the future. There are many reasons for this, but they can be divided into two groups: psychological and directly related to the essence of branding as a system. The exceptional potential of storytelling lies in the effectiveness of communication impact not only on the target group, but also on contact audiences as a whole. Thus, unlike the traditional advertising text, the consumer does not just absorb the advertising message, they can feel and experience it existentially. This builds brand communication based on involvement, interest and awareness. This feature of storytelling takes it beyond the pragmatic discourse of marketing communication, utilitarian in its meaning and purpose, and provides opportunities comparable to the forms of genuine artistic activity.

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Lee, Minsoo. « Analysis of Storytelling in Brand Environment ». Journal of Korea Design Knowledge ll, n^o 30 (juin 2014) : 1–10. http://dx.doi.org/10.17246/jkdk.2014..30.001.

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Smith, Kelly, et Michael Wintrob. « Brand Storytelling : A Framework for Activation ». Design Management Review 24, n^o 1 (mars 2013) : 36–41. http://dx.doi.org/10.1111/drev.10227.

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Muniz, Karlan M., Arch G. Woodside et Suresh Sood. « Consumer storytelling of brand archetypal enactments ». International Journal of Tourism Anthropology 4, n^o 1 (2015) : 67. http://dx.doi.org/10.1504/ijta.2015.067644.

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Ryu, Kyungin, Xinran Y. Lehto, Susan E. Gordon et Xiaoxiao Fu. « Compelling brand storytelling for luxury hotels ». International Journal of Hospitality Management 74 (août 2018) : 22–29. http://dx.doi.org/10.1016/j.ijhm.2018.02.002.

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Kania, Dominik. « Sport a storytelling. Dlaczego marki sięgają po wątki sportowe ? » Zeszyty Prasoznawcze 64, n^o 1 (245) (1 mars 2021) : 63–78. http://dx.doi.org/10.4467/22996362pz.21.005.13033.

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Wiele marek wykorzystuje w swoich kampaniach storytellingowych tematykę sportową. Nie zawsze jest ona związana z działalnością brandu lub jego ofertą. Mimo to sport wydaje się atrakcyjnym wątkiem, na podstawie którego firmy komunikują się z otoczeniem. Celem niniejszej pracy jest wyjaśnienie tej popularności sportowych tematów w storytellingu marek. Posłuży do tego analiza relacji branży sportowej i szeroko pojętego biznesu, a także udziału sportu w zachodzących procesach społecznych. Przez ukazanie wpływu, jaki rywalizacja sportowa wywiera na przeciętną jednostkę, zostaną wytłumaczone pobudki marek budujących swoje opowieści wokół zdarzeń lub postaci związanych ze sportem. Refleksji dotyczącej przyczyn popularności wątków sportowych w komunikacji brandów posłużyła analiza dotychczasowego stanu badań, szukająca wyjaśnienia związków pomiędzy sportem a życiem społeczeństwa, a także obserwacja studium przypadku Procter&Gamble – podmiotu, który wokół sportu zbudował swoją platformę komunikacyjną. Materiałem badawczym były więc nie tylko tezy naukowe szukające pomostu między sportem a filozofią, socjologią, psychologią czy biznesem, ale również praktyczne działania marki. Wyniki obserwacji nasuwają wnioski tłumaczące znaczenie sportu i aktywności fizycznej dla społeczeństw i ich jednostek, wskazują procesy przyczyniające się do popularyzacji tematyki w działaniach storytellingowych oraz klarownie podkreślają korzyści płynące z dialogu marek z odbiorcami, opartym na sportowych akcentach. Ponadto potwierdzają i uzasadniają tezę, że skuteczny storytelling implementujący w swoje treści sport wcale nie musi pochodzić od brandu bezpośrednio związanego z branżą sportową. Sport in storytelling. Why do brands adopt sport into narratives? Many brands adopt sports into their storytelling campaigns. This trend can be noticed even if a brand’s operations or its products are not related to sport. Nevertheless, it seems to be an attractive platform to communicate with the audience and present specific values. The purpose of this paper is to explain the popularity of sport themes in brand’s storytelling. To unveil this notion, the relationship between sport industry, global business and the influence of sport on social processes is analysed. By examining the impact of sport rivalry on an individual, brands’ motives and the phenomenon of building stories based on sport events or athletes’ lives are explained. This study seeks to describe mechanisms that are used by brands, which strive to mark their presence in people’s lives through storytelling. The methodological approach taken in this paper is a mixed methodology based on critical analysis of existing studies in philosophy, economy, sociology, psychology, and examination of Procter&Gamble’s communication case study. The first part investigates the theoretical reasons for adopting sport into narratives to influence society and individuals. The next section proceeds to an example of the brand which based its storytelling communication on sport event and themes. The results of this study show multidimensional motives and benefits of adopting sport into storytelling. These are connected to different areas of human life and remain critical for brands’ strategies. This examination also confirms high popularity of sport motives in communication of brands that do not belong directly to sport industry and whose offer is not associated with sport at all.

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Lily Anita, Tiurida, et Nurul Sukma Lestari. « KONSEP BRAND STORYTELLING, VALUE PERCEPTIONS DAN VISIT INTENTION PADA KAWASAN TUJUAN WISATA DI JAKARTA ». Jurnal IPTA 8, n^o 2 (30 décembre 2020) : 281. http://dx.doi.org/10.24843/ipta.2020.v08.i02.p13.

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This study aims to examine the effect of brand storytelling on value perceptions and its impact on Visit Intention on tourism destinations in Jakarta (Survey on YouTube Channel of Taman Mini Indonesia Indah). The survey was conducted on 100 subscribers of the YouTube Channel of TMII Official. With purposive sampling technique and Path analysis technique to analyze this study, the results show that 1) Brand storytelling has a significant effect of 0.680 or 68,0% on value perceptions; 2) Value perceptions significantly influence 0,477 or 47,7% to visit intention; 3) Brand storytelling directly affects significantly 0,438 or 43,8%, to Visit intention, while its influence indirectly equal to 0,324 or 32,4% through value perceptions, with total influence 0,762 or 76,2%. The findings in this study indicate that Brand storytelling is one of the effective strategies in forming value perceptions so that it can influence visit intention.

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Glover, Catherine. « Rapha and its embedded storytelling ». Journal of Fashion Marketing and Management : An International Journal 22, n^o 1 (12 mars 2018) : 17–34. http://dx.doi.org/10.1108/jfmm-12-2016-0110.

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Purpose The purpose of this paper is to explore how British cycling brand Rapha innovatively embeds stories throughout its touchpoints and in its garments. Design/methodology/approach Using narrative inquiry methodology and subjective personal introspection, it analyses published brand texts, cycling apparel, primary interviews and lived experience to establish a key story theme and the role, form, value and continuity of stories in the brand’s canon. Findings It claims that Rapha’s texts reveal evidence of a specific story plot, the “Quest” (Booker, 2015), which acts as a structural editorial device and provides a rich lexicon that taps into a transformative personal experience. The study proposes that the brand’s employees identify themselves with quester values that define the brand’s essence, providing a coherent message and magnifying the agency in Rapha’s stories. Research limitations/implications This inquiry offers insight into a single consumer brand, yet it is the material manner in which stories are embedded within the brand offerings plus how lived experiences are recounted through structured storytelling that are of significance to wider practice and understanding. Originality/value It brings together industry, academic and personal insight to Rapha’s storytelling praxis to illustrate how storied content can be used to transmit values, purpose and passion to its audience.

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Ivanytska, Svitlana, et Anna Aheicheva. « Brand Promotion Peculiarities ». ЕКОНОМІКА І РЕГІОН Науковий вісник, n^o 1(80) (25 mars 2021) : 82–86. http://dx.doi.org/10.26906/eir.2021.1(80).2241.

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The brand promotion peculiarities are studied. It has been determined that the process of brand promotion includes: marketing a brand name and logo, making souvenirs, placing on various media, releasing videos, layouts for advertising, announcements on the Internet and much more. Used methods to promote brands are considered, such as: advertising, personal selling, packaging, 360° campaign, brand promotion on the Internet. The ways to promote a brand have been proven to be: website building, search engine optimization, social media, live streaming, storytelling, creating valuable content, blogging, email, LinkedIn Publishing Platform, prizes, infographics, car wraps, networking events, offline ads, promotions, loyalty programs, free trial product giveaways, strong branding. As a result of the study, it was found that brand promotion is the creation of consumer confidence in a product.

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Yang, Kenneth C. C., et Yowei Kang. « Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising ». Journal of Creative Communications 16, n^o 1 (1 février 2021) : 7–26. http://dx.doi.org/10.1177/0973258620984262.

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Storytelling video advertising has emerged as a cost-effective creative technique to engage consumers with an advertised brand. Unlike traditional television commercials and print ads, long-form video ads can persuade consumers with an authentic and engaging brand story to develop favourable branding outcomes. Using a structural equation model with SPSS Amos 25.0, we empirically tested the effects of narrative transportation evoked by video storytelling ads on brand sensory, intellectual, behavioural experience, brand love, and brand loyalty. Our findings support the relationships between ad-elicited narrative transportation and branding outcomes across different product types. Discussions and implications are provided.

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Stoica, Ioana S., Mihalis Kavaratzis, Christina Schwabenland et Markus Haag. « Place Brand Co-Creation through Storytelling : Benefits, Risks and Preconditions ». Tourism and Hospitality 3, n^o 1 (30 décembre 2021) : 15–30. http://dx.doi.org/10.3390/tourhosp3010002.

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Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources. Co-creation is often an aspiration for places to create and promote their brands collectively. In this context, storytelling—an old technique used in corporate marketing to instigate brand stakeholders’ participation—serves as a method which facilitates place brand co-creation through shared place stories. With the rise of online interactions, the chances of place stakeholders’ participation in brand meaning creation increase, and place stories are effective in allowing diverse place meanings to emerge from various stakeholders. However, when storytelling emerges as a marketing tactic, mostly from a top-down campaign, the stories are not always accepted by all place stakeholders, and they create contrasting brand meanings. The paper aims to investigate the benefits and risks of participation in “Many Voices One Town” (2018), a top-down campaign from Luton, UK, which used storytelling to instigate place brand co-creation. The campaign was created by the Luton Council with an external advertising agency. The campaign attempted to tackle the town’s segregation issues and foster community cohesion through the promotion of seven selected Lutonians’ stories about their diverse and multicultural experiences of living in Luton. The study employs a qualitative methodology to analyse the MVOT case study. Interviews with the council and participants in the campaign and netnographic data from Twitter, Facebook and Instagram were used to gain an insight into residents’ participation in a top-down approach and examine the outcomes of co-creation. Residents’ participation in such a campaign shows numerous benefits but also risks for the place brand. The findings show that participation can sometimes intensify disputes about the town if people’s needs are not properly addressed. The study highlights the importance of open communication between all parties involved in the process, bringing into focus the need for careful coordination of top-down initiatives in line with stakeholders’ needs. It also demonstrates the ‘power of the people’ in the sense that stakeholder engagement with the shared stories led to negative outcomes that were not predicted by the Council.

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Herskovitz, Stephen, et Malcolm Crystal. « The essential brand persona : storytelling and branding ». Journal of Business Strategy 31, n^o 3 (4 mai 2010) : 21–28. http://dx.doi.org/10.1108/02756661011036673.

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Suparno, Antoni. « Implementasi Citizen Public Relations Melalui Ekspresi Diri Instagram Dalam Membangun Brand Awareness Universitas Universal ». Gunahumas 1, n^o 1 (21 septembre 2020) : 105–21. http://dx.doi.org/10.17509/ghm.v1i1.28382.

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ABSTRAK Penelitian ini bertujuan untuk memahami motif para mahasiswa membuat posting ekspresi diri yang identik dengan brand Universitas Universal (UVERS), memahami bagaimana ekspresi diri para mahasiswa tersebut membangun brand awareness Universitas Universal (UVERS), dan alasan para mahasiswa memilih Instagram untuk melakukan ekspresi diri. Penelitian kualitatif ini menggunakan metode Kualitatif Deskriptif dengan menerapkan teknik pengumpulan data focus group discussion (FGD), teknik wawancara, observasi, hingga pengumpulan data dokumen, visual, dan audio. Temuan yang didapatkan melalui penelitian ini adalah para mahasiswa memiliki motif untuk memperkenalkan kegiatan dan nilai-nilai Universitas Universal (UVERS) di setiap ekspresi dirinya di Instagram. Sedangkan brand awareness Universitas Universal (UVERS) dapat terbentuk dengan SoMe storytelling branding atau Citizen Public Relations yang dilakukan oleh para mahasiswa. Kemudian para mahasiswa juga tertarik menggunakan Instagram karena kelebihan Instagram untuk surveillance, documentation, creativity, dan coolness. Kata Kunci : Motif, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations. ABSTRACT This study aims to understand the motives of students to post self expression that is identic to the Universal University (UVERS) brand, understanding how the student self expression builds Universal University (UVERS) brand awareness, and their reason chose Instagram to do self expression. This qualitative research uses descriptive qualitative method by applying focus group disscussion (FGD) data collection techniques, interview techniques, observation, and collecting document, visual, and audio data. The findings obtained through this study are that students have a motive to introduce the Universal University (UVERS) activities and values in each expression of themselves on Instagram. While, Universal University (UVERS) brand awareness can be formed with SoMe storytelling branding or Citizen Public Relations conducted by students. Then the students are also interested in using Instagram because of the advantages of Instagram for surveillance, documentation, creativity, and coolness. Keywords : Motives, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations.

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Antonio, S., R. Basiricò et and A. Seccia. « On the effects of storytelling on wine price ». BIO Web of Conferences 15 (2019) : 03010. http://dx.doi.org/10.1051/bioconf/20191503010.

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Thanks to the new developments of internet technology and social media, communication is giving consumer newfound awareness. Additionally, thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experience-based, with strong links to local culture and tradition. Storytelling based marketing is having strong impact on brand loyalty and emotional connections of consumers to wine. The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future.

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Rizkia, Ridha, et Farah Oktafani. « The Effect Of Storytelling Marketing On Purchasing Decisions Through Brand Equity As Intervening Variable On Gojek In Jakarta ». International Journal of Management, Entrepreneurship, Social Science and Humanities 3, n^o 1 (30 juin 2020) : 48–55. http://dx.doi.org/10.31098/ijmesh.v3i1.190.

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As the capital city, Jakarta has become a city of traffic jams due to its dense and productive population. Private motorbike or motorcycle taxi is an alternative choice to deal with traffic jams. Gojek appears and becomes a solution for complaints against conventional motorcycle taxis. Many companies, including Gojek, are competing to do promotions to attract the attention of consumers. Gojek uses storytelling marketing strategies in creating advertisements and content in their social media. This research was conducted to determine the effect of storytelling marketing (X) on purchasing decisions (Y) through brand equity (Z) as an intervening variable. The analysis technique in this study uses quantitative methods with the type of exploratory research. Non-probability used as sampling method with the type of purposive sampling. The population size in this study was unknown and the sample used was 100 respondents. Based on descriptive analysis of storytelling marketing variables (X), brand equity (Z) and purchasing decisions (Y) are in the good category. While the results of the PLS analysis found that storytelling marketing influences purchasing decisions through brand equity as an intervening variable

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Martinus, Handy, et Fachmi Chaniago. « Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project ». Humaniora 8, n^o 3 (19 octobre 2017) : 201. http://dx.doi.org/10.21512/humaniora.v8i3.3678.

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The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.

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Kodama, T. « GIs and the concept of terroir for the development of local wine and sake clusters in Japan ». BIO Web of Conferences 15 (2019) : 03006. http://dx.doi.org/10.1051/bioconf/20191503006.

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Geographical indications (GIs) have been increasingly used as a marketing tool to promote collective brand strategy regarding local agriculture and food clusters around the world. GIs can work, when combined with their power of terroir-based brand storytelling, as a common local asset on which local producers can strengthen collective regional brand values of their products and promote the discourse on the attractiveness of terroir of their regions. This function of GIs has increasingly gained attention as a tool for boosting the wine and sake industries in Japan. This paper analyzes the importance and potentiality of utilizing GIs as a marketing tool for terroir-based brand storytelling to revitalize local wine and sake clusters in Japan.

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Ushchapovska, I. V., et Yu V. Zubkova. « BRAND STORYTELLING : DEFINING STRUCTURAL AND SEMANTIC ORGANIZATION AND TYPES OF BRAND STORIES ». Тrаnscarpathian Philological Studies 2, n^o 19 (2021) : 42–46. http://dx.doi.org/10.32782/tps2663-4880/2021.19.2.9.

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He, Ai-Zhong, Yi Cai, Ling Cai et Yu Zhang. « Conversation, storytelling, or consumer interaction and participation ? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes ». Journal of Research in Interactive Marketing 15, n^o 3 (15 juin 2021) : 419–40. http://dx.doi.org/10.1108/jrim-08-2019-0128.

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PurposeThis paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM). The moderating effect of the brand content relevancy was also assessed.Design/methodology/approachA conceptual model was established and examined using two experiments with a total of 363 participants. Hierarchical regression analysis and an analysis of variance were performed to test seven research hypotheses.FindingsResults show that the three forms of brand-owned SMCM, namely: conversation, storytelling and customer interaction and participation, are positively correlated with consumers’ brand personality perceptions and brand attitudes. Also, consumers’ perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers’ brand attitudes. Furthermore, the brand content relevancy does not show a moderating effect on the relationship between content marketing and consumers’ brand personality perceptions or brand attitudes.Originality/valueFirst, a framework was established to delineate those paths by which owned social media content marketing (OSMCM) influences consumers’ attitudes towards a brand. Second, the study demonstrates the importance of conversation as a powerful method of OSMCM. Third, with respect to content in marketing strategies, firms do not need to confine themselves to a narrow scope of content or information that is closely related to the brands alone.

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Arindita, Ruvira. « #BodyProudMums : Promoting Body Positivity through Brand Storytelling on Social Media ». Ultimacomm : Jurnal Ilmu Komunikasi 12, n^o 2 (31 décembre 2020) : 319–41. http://dx.doi.org/10.31937/ultimacomm.v12i2.1321.

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Previous researches showed that there is relation between body image satisfaction and depression in perinatal period. Given this fact, it is important to educate and find ways to enhance mothers’ postpartum self-esteem and body satisfaction. For the last decade body image literature has risen and brought to new discussion about body positivity. This research focuses on women’s body positivity campaign presented by Mothercare called #BodyProudMums. The objective of this research is to identify the storytelling elements used to promote women’s body positivity campaign and whether the issue creates good brand story for Mothercare. The concepts used are body positivity, postpartum, brand storytelling, and social media with qualitative content analysis as research method. The unit of analysis are ten posts of #BodyProudMums campaign on @mothercareuk, while the samples are three randomly chosen posts. This research notes that the body positivity messages of body appreciation, body acceptance, and love, as well as broad conceptualization of beauty are carried out by the elements of storytelling namely: basic plots (the quest), archetype (the change master) with the following story objectives: communicating who they are, fostering collaboration, transmitting values and sparking action. There are only three out of four elements of good brand story present on the campaign. However, the absence of humor element is justified because of the nature of the postpartum story in which it shares mothers’ hardship and how they finally cope with it. Therefore, it can be said that the issue of mothers’ body positivity creates good brand story for Mothercare. Key words: positive body image, postpartum, brand storytelling, social media

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Yavuz, Mehmet, Muzaffer Sumbul, Nuket Ergec et Cetin Derdiyok. « Storytelling in destination brand communication : A qualitative analysis ». Journal of Global Business Insights 1, n^o 2 (2016) : 63–72. http://dx.doi.org/10.5038/2640-6489.1.2.1008.

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Kang, Min-hee, et Seung-woo Lee. « A Suggestion for Brand Storytelling in Youngnam-daero ». Journal of Society for Humanities Studies in East Asia 44 (30 septembre 2018) : 173–97. http://dx.doi.org/10.52639/jeah.2018.09.44.173.

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Lazore, Courtney. « Success Story : How Storytelling Contributes to BTS’s Brand ». ASIA MARKETING JOURNAL 22, n^o 4 (31 janvier 2021) : 47–62. http://dx.doi.org/10.15830/amj.2020.22.4.47.

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Mills, Adam J., et Karen Robson. « Brand management in the era of fake news : narrative response as a strategy to insulate brand value ». Journal of Product & ; Brand Management 29, n^o 2 (30 mai 2019) : 159–67. http://dx.doi.org/10.1108/jpbm-12-2018-2150.

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Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved. Design/methods This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature. Findings This paper highlights authenticity and emotional engagement as keys to effective storytelling. Practical implications Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail. Originality/value This paper provides insight into brand management strategies in the era of fake news.

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Chakraborty, Tanusree. « SUCCESS OF STORYTELLING IN BRAND BUILDING : LOOKING THROUGH THE LENS OF NEUROSCIENCE ». International Journal of Psychosocial Rehabilitation 24, n^o 04 (28 février 2020) : 3061–75. http://dx.doi.org/10.37200/ijpr/v24i4/pr201418.

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Boukis, Achilleas. « Exploring the implications of blockchain technology for brand–consumer relationships : a future research agenda ». Journal of Product & ; Brand Management 29, n^o 3 (19 juillet 2019) : 307–20. http://dx.doi.org/10.1108/jpbm-03-2018-1780.

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Purpose The purpose of this conceptual paper is to delve into the implications of blockchain technology adoption for brands and consumers. Drawing on the existing branding literature and real-life applications of blockchain, the challenges, risks and opportunities from blockchain adoption for four important areas of the branding literature are canvassed (i.e. brand positioning and corporate brand image, consumer–brand relationships, online brand communication and consumers’ trust in the brand). Also, a future-oriented discussion is provided that highlights some important avenues for researchers in the field. Design/methodology/approach This conceptual paper sheds light on the potential implications of blockchain technology for brand–consumer relationships. To do so, an analytical review of the blockchain literature is conducted, the nature of blockchain technology is presented and its unique features and functions for brand–consumer interactions are discussed. Findings This paper ignites an exploratory discussion around how blockchain applications and platforms can affect consumer–brand relationships, drawing on a number of real-life examples of blockchain adoption. This discussion sheds light on how blockchain features can impact on various areas of interest for strategic brand management, such as the adoption of digital currencies, brand storytelling, use of blockchain-enabled loyalty programmes, role of intermediaries in online advertising, counterfeit consumption, brand transparency and trust for brands in online marketplaces, amongst others. Originality/value This is one of the first conceptual efforts in the branding literature that draws on the scarce existing knowledge around blockchain adoption and discusses the potential implications of blockchain technology for brands and consumers whilst also providing directions for future research.

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Song, Jahyun, Hyoungeun Moon et Miyoung Kim. « When do customers engage in brand pages ? Effects of social presence ». International Journal of Contemporary Hospitality Management 31, n^o 9 (9 septembre 2019) : 3627–45. http://dx.doi.org/10.1108/ijchm-10-2018-0816.

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Purpose Drawing upon the social presence theory, this paper aims to propose three social presence variables in the brand page context (the brand page as a medium, the presence of other customers and interaction with the brand page manager) and to test their effects on customer engagement behavior (CEB) and customer-brand identification (CBI). Design/methodology/approach A total of 340 responses were collected via an online research platform and analyzed using structural equation modeling analysis. Findings The results revealed that both the social presence of the brand page and the interaction with the brand page manager are positively associated with CEB, whereas that of other customers negatively influences CEB, which in turn, positively affects CBI. Research limitations/implications This paper presents the underlying process of driving customers’ engagement activities and building psychological closeness between customers and brands by applying social presence theory and social identity theory to Facebook brand pages. Practical implications To enhance customers’ experiences on Facebook brand pages, practitioners should visualize brand page managers through diverse types of postings. Brand page managers need to balance the presence of others, as well as bring a sense of human-likeness on the pages using storytelling strategies. Originality/value This research sheds light on the human side of a non-human world. The results suggest that the sense of a human presence in virtual brand communities is essential to engage customers with online activities toward brands while also building a closer customer–brand relationship.

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Üçok Hughes, Mine, Wendy K. Bendoni et Ekin Pehlivan. « Storygiving as a co-creation tool for luxury brands in the age of the internet : a love story by Tiffany and thousands of lovers ». Journal of Product & ; Brand Management 25, n^o 4 (18 juillet 2016) : 357–64. http://dx.doi.org/10.1108/jpbm-09-2015-0970.

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Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment. Practical implications This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation. Originality/value To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.

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Carbache Mora, César Arturo, Sara Margarita Ureta Ureta et Joel Antonio Nevarez Vera. « Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 ». Comuni@cción : Revista de Investigación en Comunicación y Desarrollo 10, n^o 2 (23 décembre 2019) : 140–50. http://dx.doi.org/10.33595/2226-1478.10.2.386.

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Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between producer and consumer. The objective of this research is to analyze the contribution of storytelling to generate emotional marketing strategies in purified water companies in the city of Bahía de Caráquez. The methodology implemented was the observation and application of surveys to customers of said product. The results were that consumers by brand preference are at 26.7 percent. However, 21.7 percent have little knowledge of the advertising of the companies under study. It is proposed that companies engaged in this commercial activity lack emotional marketing strategies based on the creation of stories that expand their field of service, attraction and customer loyalty.

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Ciancia, Mariana. « Story Counts ! » Convergences - Journal of Research and Arts Education 13, n^o 26 (30 novembre 2020) : 13–22. http://dx.doi.org/10.53681/c1514225187514391s.26.13.

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Brands have always sought to establish relationships with their audiences through marketing and communication: two disciplines that are defined as natural enablers of transformation processes owing to their important role in connecting businesses with the market and consumers. This paper discusses the importance of storytelling as a mythopoetic engine (now amplified by technological developments) that allows brands (profit and non-profit) to use the power of stories to promote social values and to activate processes of change. The first part of the paper presents a formal approach to discussing the narrative phenomenon, and the second part of the paper discusses the use of storytelling in brand communication. The focus is on brands that have introduced social issues into their communication campaigns to strengthen their connection with audiences through the promotion of social values and realities that use story-based strategies to activate sustainable social change.

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Seo, Sang Hee. « The Influence of Brand Storytelling Types on the Structural Relationships among Brand Consciousness, Brand Identification, Image Elaboration, Brand Image, Attitude Toward Brand ». Advertising Research 108 (31 mars 2016) : 31. http://dx.doi.org/10.16914/ar.2016.108.31.

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Choi, Soow-A, Hwang Yun-yong et Kwang Jin Na. « Development of Measurement Scales for Brand Storytelling Components Quality ». A Journal of Brand Design Association of Korea 11, n^o 4 (septembre 2013) : 161–74. http://dx.doi.org/10.18852/bdak.2013.11.4.161.

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Kussainova, M., et A. Ishanova. « Techniques of storytelling in advertising and PR - brand text ». Bulletin of L.N. Gumilyov Eurasian National University. Journalism Series 125, n^o 4 (2018) : 37–43. http://dx.doi.org/10.32523/2616-7174-2018-125-4-37-43.

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Kontu, Hanna, Karinna Nobbs, Katherine Duffy et Matteo Montecchi. « MANAGERIAL PERSPECTIVES TO BRAND STORYTELLING TRHOUGH VISUAL SOCIAL MEDIA ». Global Fashion Management Conference 4, n^o 3 (30 juin 2015) : 509–11. http://dx.doi.org/10.15444/gfmc2015.04.03.02.

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Tarczydło, Beata, et Honorata Howaniec. « Brand Storytelling Campaigns in Theory and Practice ‒ Selected Aspects ». Marketing i Zarządzanie 47 (2017) : 301–10. http://dx.doi.org/10.18276/miz.2017.47-28.

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Kim, Hye-Jin, So-Yeon Park et Hye-Yoon Park. « A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude ». International Convergence Management Association 6, n^o 4 (30 décembre 2018) : 1–16. http://dx.doi.org/10.20482/jemm.2018.6.4.1.

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Kohler, Gregory. « ‘Gregory Dry’ : Parody and the morality of brand ». Language in Society 46, n^o 5 (11 septembre 2017) : 719–37. http://dx.doi.org/10.1017/s0047404517000586.

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AbstractWhile Bakhtin's (1981) notions of voicing, double voicing, and ventriloquation have been applied extensively in linguistic anthropology and sociolinguistics, only a few scholars have engaged with his related notion of parody. This article examines how a Sardinian manager uses parody in an oral narrative to construct and contest moralities surrounding personal and corporate identities. Through an analysis of both the story and the storytelling event, I show how this manager uses parody to better align himself with the ideals of his company and to frame his relationships with his employers and with the market more generally. In particular, my analysis focuses on how managers discursively create moral hierarchies of value that become key resources for understanding their stance in relation to the competitive dynamics of their industries. Parody in storytelling thus proves to be a crucial analytical tool for understanding brand and branding strategies. (Parody, narrative, brand, Italy, discourse analysis)*

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