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The art of storytelling: How loyalty marketers can build emotional connections to their brands

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Abstract

Purpose The purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the paper aims to stress the importance of using customer insight to drive branding decisions and ensure a long‐term emotional attachment to a loyalty program. Design/methodology/approach The paper thoroughly explains Air Miles' method of reaching out to its customers to glean information that could be used to re‐brand the program. The method, used during focus groups, asked collectors to re‐tell stories that were important in their life. Common themes emerged, which Air Miles incorporated into the re‐branding of their program. Findings Through specially‐designed focus groups, Air Miles strategists learned that it isn't enough to be a well‐functioning loyalty program. In order to be distinctive in an overcrowded market, Air Miles must provide collectors with an emotionally engaging experience in the redemption process. Practical implications If your customers talk about your brand as if it's a part of who they are, you have made an emotional attachment with them. Thus, your program is on the right track. Originality/value The paper takes a fresh approach to loyalty markting research as well as analyzing and improving customer loyalty.

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... In the remainder of this study, we aim to explore how showing and telling interact in brand story videos to explain for various types of narrative enactment with brands' archetypal Heroes. Following up on previous research entailing case studies (Papadatos, 2006;Ochoa and Lorimer, 2017;Laub et al., 2018), we present a conceptual framework that allows for an interdisciplinary and systematic investigation of brand stories. In this approach, the psychological models on archetypes and their representation are combined with psychological insights on heroic values and with narratological insights on perspectivetaking and story structure. ...
... More specifically, it allowed us to determine the extent to which consumers are attracted to brand stories that show archetypal characteristics of The Hero's Journey. This aim was informed by the widespread but yet to be tested contention that consumers, as well as audience members in general, are attracted to stories more than to other communication formats because stories are structured around archetypes that people can and want to relate to (e.g., Papadatos, 2006;Herskovitz and Crystal, 2010;Nelson, 2018). This procedure also enabled us to attain the second aim of our study: uncovering how the archetypal and narrative structure of brand stories act and interact in eliciting different types of archetype enactment, and exploring how this enactment may in turn allow for cathartic and/or phronetic outcomes. ...
... This study's contribution entails an interdisciplinary analytical model suitable for the systematic investigation of brand stories that combines narrative structure with archetypal characterization of brand story plots. As such, this study complements previous research on the archetypal structure of brand stories, as well as stories in general, which up until now has been dominated by case studies (e.g., Papadatos, 2006;Ochoa and Lorimer, 2017;Laub et al., 2018; for an exception see Delgado-Ballester and Fernández-Sabiote, 2016). Admittedly, an exploratory study as the current is limited in its generalizability of findings. ...
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Article
This study examines how audiovisual brand stories both invite and enable consumers to enact heroic archetypes. Integrating research on the archetypal structure of narratives with research on the event structure of narratives, we distinguish singular plot stories (i.e. stories that show a Hero's Journey) from embedded plot stories (i.e. stories that not only show but also tell one or more Hero's Journeys) and develop a conceptual and narratological framework to analyze their structural elements. Application of the framework to 20 brand stories representing 8 different brands reveals meaningful variation in elements between the singular plot stories and embedded plot stories. Differences in the expression of archetypes and event structure are argued to evoke different types of Hero enactment which in turn result in different outcomes. We specifically hypothesize that the enactment of heroic archetypes in singular plot stories primarily results in catharsis (pleasure), whereas the enactment of heroic archetypes in embedded plot stories primarily results in an outcome we describe as phronesis: a form of moral sense making of the self that advances one's practical wisdom and prudence. The final section of the paper discusses how cathartic and phronetic outcomes of hero enactment may foster the psychological bonding between brand and consumer, and invite consumers to align their moral values with the values that are reflected by heroic character traits. The central aims of the analysis presented are to provide an exploration of narrative phenomena in a reasonably broad range of brand story videos and foremost to provide a conceptual framework with an applicable instrument suited to analyze relevant categories in these brand stories. The present study is interdisciplinary in its approach to a contemporary, developing marketing phenomenon, applying psychological modeling of archetypes and heroic values with narratological insights on perspective-taking and story structure. Its contribution is to systemize, from a narratological viewpoint, how various narrative archetypes in brand video stories may contribute to the development of brand-consumer relations.
... A brand manager should thus create, extend, and reinvent brand narratives to reflect what the company offers (Denning, 2006). With this approach, storytelling can establish brand content and may generate positive brand attitudes (Aaker & Aaker, 2016;Lundqvist et al., 2013;Papadatos, 2006). For example, a story might present the brand as a supporting actor, enabling the protagonist (i.e. the consumer) to achieve goals, which should encourage favourable consumer-brand relationships (Woodside et al., 2008). ...
... Our Hypothesis 1b was that the impact of archetype-based brand narratives on brand value would be greater for a symbolic product than for a functional one. Considering the finer details of this possible impact, the great majority of authors (e.g., Granitz & Forman, 2015or Papadatos, 2006 consider that the influence of brand stories operates more specifically on the emotional dimensions of the brand image. For Vincent (2002), by colouring our logic with emotion, stories weight consumers' analysis in favour of an emotional response. ...
Article
This article examines the impact of storytelling archetypes on brand value. It first recalls how storytelling is considered an important instrument for cultural brand strategy management. The main theoretical grounds for the effectiveness of brand storytelling (nar-rative transportation and archetypal psychology) are then presented. Since archetypes are considered central in brand narrative strategy, this research is based mainly on Woodside's archetype-brand-consumer model. For a functional product (mineral water) and a symbolic product (perfume), the authors designed four story-telling scenarios for a fictitious brand ABC, taking four main arche-typal categories as defined in the relevant literature. In two online experiments, consumers were randomly shown one of the four brand stories or one traditional promotional scenario. The scenarios were presented in the form of a series of commented drawings. After viewing the brand stories, the participants were asked to estimate some consumer value measurements. The experiment demonstrates that-for both functional and symbolic products-the use of archetypes can produce positive impacts on brand value, mainly on quality and emotional dimensions. Different archetypes elicit specific feelings towards brands and the narrative persuasion system seems to operate differently according to product type.
... As a consequence, there is a growing recourse to storytelling practices, that are aimed at building meaningful and original stories for users, at transmitting emotions and sensations, and at stimulating users' expectation. These practices are intended to develop and consolidate users' emotional brand loyalty (Kim et al. 2004;McGregor and Holmes 1999;Morgan et al. 2010;Papadatos 2006;Stamboulis and Skayannis 2003;Tussyadiah and Fesenmaier 2009). In these terms, the participatory narration of multimedia experiences can be analysed through the collaborative innovation perspective, which has been widely discussed in literature (Denning 2006;Herskovitz and Crystal 2010;Sassoon 2012;Woodside et al. 2008;Wright 2010). ...
... The construction and sharing of stories require a proper storytelling management, which means interaction and content management. In fact, the story is co-created between the narrator and the reader through blogs, posts, chats, etc. (Papadatos 2006). The destination storytelling 'dialoguing loop' develops a collaborative process that is both broad and deep, informal and among peers. ...
Chapter
The rise of new business models grounded on shared content and experience has made it necessary for tourism destinations to adopt appropriate tools for the construction and promotion of their identity starting from sociality, emotions, interaction and connectivity. Based on this premise, the primary hypothesis of this paper is that storytelling practices applied to tourist destinations represent a fundamental tool in the construction of a destination brand’s identity. This paper aims to study the key factors and co-narrative practices in the destination management processes of Matera. It is the Italian town that has been recognized as UNESCO World Heritage Site in 1993 and European Capital of Culture (ECC) 2019. It constitutes an exceptional testimony of an ancient cave civilization. In our study a qualitative approach was adopted. 25 in-depth interviews with stakeholders were conducted and five main themes were identified in the content analysis of the results: image and storytelling, branding and communication, value co-creation through networks, digital communication, and sustainability, effects of tourism development and the ECC event. The research findings reveal important information. They could be useful for the Matera DMO to face with success the post ECC event phase and consolidate the gains in the medium-long term.
... As a consequence, there is a growing recourse to storytelling practices, that are aimed at building meaningful and original stories for users, at transmitting emotions and sensations, and at stimulating users' expectation. These practices are intended to develop and consolidate users' emotional brand loyalty (Kim et al. 2004;McGregor and Holmes 1999;Morgan et al. 2010;Papadatos 2006;Stamboulis and Skayannis 2003;Tussyadiah and Fesenmaier 2009). In these terms, the participatory narration of multimedia experiences can be analysed through the collaborative innovation perspective, which has been widely discussed in literature (Denning 2006;Herskovitz and Crystal 2010;Sassoon 2012;Woodside et al. 2008;Wright 2010). ...
... The construction and sharing of stories require a proper storytelling management, which means interaction and content management. In fact, the story is co-created between the narrator and the reader through blogs, posts, chats, etc. (Papadatos 2006). The destination storytelling 'dialoguing loop' develops a collaborative process that is both broad and deep, informal and among peers. ...
Chapter
The rise of new business models grounded on shared content and experience has made it necessary for tourism destinations to adopt appropriate tools for the construction and promotion of their identity starting from sociality, emotions, interaction and connectivity. Based on this premise, the primary hypothesis of this paper is that storytelling practices applied to tourist destinations represent a fundamental tool in the construction of a destination brand’s identity. This paper aims to study the key factors and co-narrative practices in the destination management processes of Matera. It is the Italian town that has been recognized as UNESCO World Heritage Site in 1993 and European Capital of Culture (ECC) 2019. It constitutes an exceptional testimony of an ancient cave civilization. In our study a qualitative approach was adopted. 25 in-depth interviews with stakeholders were conducted and five main themes were identified in the content analysis of the results: image and storytelling, branding and communication, value co-creation through networks, digital communication, and sustainability, effects of tourism development andthe ECC event. The research findings reveal important information. They could be useful for the Matera DMO to face with success the post ECC event phase and consolidate the gains in the medium-long term.
... McKee (2003) argues that the best way to persuade someone is through a story. Drawing from a variety of experiences over timemarketing, personal knowledge, individual experience, mass media and one anotherconsumers create a well-developed network of beliefs and feelings about a brand, which can be organized sequentially in story form (Desai and Keller, 2002;Martin et al, 2005;Papadatos, 2006;Huang, 2010). The more media they consume, the more nodes consumers develop, and the deeper and richer their knowledge structure about the brand, its attributes and its benefits (Bettman and Sujan, 1987). ...
... Brands can be viewed as complex stories, whereby meaning ascribed to brands is generated by narratives (Bruner, 1990;Desai and Keller, 2002;Brown et al, 2003). Realizing that consumers' attention and involvement will be more strongly attracted in storyformed situations, marketing practitioners have used stories to communicate with consumers and induce consumer's self-brand connections (Escalas, 2004;Papadatos, 2006;Huang, 2010;Woodside, 2010). ...
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Article
Consumers interpret their experiences with brands via narrative processing; thus the brand story has emerged as a major marketing construct. Transmedia storytelling occurs when the story elements are dispersed across multiple media, each making a unique contribution to the whole. As brand stories can create connections between the consumer and the brand, delivering transmedia brand stories may strengthen the bond, leading to positive attitudes, more entry points and higher purchase intent. Past research on brand stories has not addressed the types of brand stories that consumers know and desire to hear, and the media in which they prefer to find these stories. The present research answers these questions and positions the findings in the context of creating transmedia stories. Qualitative interviews revealed that consumers know and wish to hear stories about the brand’s history, product reliability, philanthropy and users’ personal stories. Other findings indicate that consumers with stronger brand connections prefer stories focused on the brand’s experiential value and will access this through interactive media. Consumers with weaker brand attachments prefer stories about the utilitarian dimensions of the brand, told through more traditional media. Practical recommendations focus on creating consumer-brand connections through different types of stories and media.
... Marka kişiliğini agresiflik, sorumluluk, basitlik, aktiflik ve duyarlılık olmak üzere 5 boyutta tanımlayan Geuens vd.'nin (2009) geliştirdiği bir ölçeğe göre toplamda 12 ifade (gerçekçi, istikrarlı, sorumluluk sahibi, dinamik, aktif, yenilikçi, agresif, cesaretli, sıradan, basit, romantik duygusal) bu 5 boyutu tanımlamaktadır. Marka tüketicilere sunulan toplam bir vaat olduğundan hikâye anlatımının kullanılmasıyla sözlerin ve resimlerin ötesine geçilerek markanın kişiliği ve ruhuyla tüketiciler arasında daha derin bağların ve markaya karşı yüksek sadakatin oluşması desteklenmektedir (Liu ve Wu, 2011;Papadatos, 2006;Akgüç Çetinkaya, 2017). Hikâye yaratılırken örgütlenen fikirlerin tüketicilerin hikâyeyle nasıl bağlantı kuracağı, bir davranışı aktif edip etmeyeceği, markanın amacıyla uyumlu duygusal bir bağın kurulup kurulamayacağı, marka bir kişilikleştirme olduğundan fikirlerin markanın tonu ve stiliyle uyumlu olup olmayacağı, davranışa götüren sürükleyici bir deneyim hakkında ilham verip vermeyeceği ve markanın tüketicilerin hikâyelerinde yer alacak şekilde potansiyele sahip olup olmayacağı titizlikle gözden geçirilmelidir (Legorburu ve McColl, 2014, s. 171-172). ...
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This is a chapter that explains different scientific philosophy approaches and their contribution to marketing research.
... Storytelling can make information memorable, meaningful and understandable. On a market level, consumer and branding research provide examples of how companies-as-storytellers can benefit by telling stories to their current and prospective customers (Holt, 2012;Papadatos, 2006). It is an effective technique to shape brands and create an emotional investment in a product or service. ...
Book
This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa.Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa. Samuelson Appau is a Senior Lecturer in Marketing at RMIT University in Melbourne, Australia. His research interests include consumer culture, branding and wellbeing and have been published in leading marketing journals such as the Journal of Consumer Research, Journal of Business Research, Marketing Theory and the Journal of Marketing and Public Policy, among others. He has also co-edited a book on wellbeing and has authored many book chapters. He teaches Branding, training marketing students, and entrepreneurs to understand how to build and market strong brands.
... Storytelling can make information memorable, meaningful and understandable. On a market level, consumer and branding research provide examples of how companies-as-storytellers can benefit by telling stories to their current and prospective customers (Holt, 2012;Papadatos, 2006). It is an effective technique to shape brands and create an emotional investment in a product or service. ...
Chapter
Branding is storytelling and great brands are those that tell emotive and compelling stories that reinforce or challenge cultural norms and practices. The author examines how businesses in North Africa can leverage relevant local cultural narratives to develop their brand positioning and communication.
... Çünkü bireylerin satın alma gibi davranışlarında olduğu gibi motive olmalarında duyguların etkisi bulunmaktadır (Fischer ve Antony, 2016;Koç ve Boz, 2018). Dolayısıyla duyguların pazarlamada da önemli rolü bulunmaktadır (Bagozz vd.,1999;Papadatos, 2006). Bagozzi ve diğerlerine (1999) göre duygular yoğun ve yönlendirici olup kısa sürelidir (örneğin; bir ürüne kızmak). ...
... Little has been written on the structure of stories employed within the nonprofit context. However, drawing on a wider body of literature reveals a focus on plot (Bublitz et al., 2016), anchored on the original Hero's Journey by Campbell (1949), but also the sevenstory types presented by Shakespeare (Papadatos, 2006). Within creative writing and production, genres include romantic, epic, myth, MITCHELL AND CLARK | 3 fable, legend, fantasy, and science fiction (Pearson & Mark, 2001). ...
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Article
Responding to a call for research into storytelling within the nonprofit context, the paper contributes to an emerging research conversation about communicating organizational strategy through storytelling. The research analyses one hundred stories across 10 leading organizations to identify how they are being deployed and what that tells us about the underpinning strategy. Through bringing story character , classification, and content together for the first time, the paper presents a holistic perspective on the story construct. It identifies that, when viewed as a whole, the stories told by organizations can be a powerful communication tool for reaching external audiences. However, the research also identifies that their ability to convey strategic purpose through storytelling is moderated by storytelling capability. It finds that organizations with stronger storytelling capability use this craft to differentiate themselves more effectively. It concludes with contributing a new conceptual model for understanding organizational storytelling and a roadmap for practitioners to strengthen storytelling capability. K E Y W O R D S brand story, charity appeals, emotional brand attachment, engagement, marketing
... Storytelling is a communication mode in human interaction that is also ubiquitous (Yueh & Zheng, 2019) and told with emotions and details (Kiser, Baumgardner, & Dorado, 2010;Papadatos, 2006). From an innovation perspective, storytelling is essential for presenting innovative ideas and getting support from others (Sergeeva & Trifilova, 2018). ...
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Article
The research objective of this paper is to develop a storytelling‐based knowledge‐sharing application that enables users to co‐create their own stories for both individuals and groups. To address this, a design science research methodology was applied for elucidating users' requirements. As empirical evidence, a case study was conducted on the children's book industry to synthesize a knowledge‐sharing design application named “StoryWeb”. Usability tests were conducted to reconfigure users' feedback and suggestions after two StoryWeb prototypes were developed. This study makes three main contributions. First, it empirically tests individual's or group's creativity and co‐creation by a view of knowledge sharing. Second, it methodologically applies a design thinking approach into a knowledge‐sharing study. Third, it also practically suggests feasible guidelines for the creativity and innovation research community on which features of storytelling‐based applications can be configured.
... Thus, we can say that through the use of stories, nonprofit organizations make their communications "relational." Stories are structured in such a way that they produce an unbalanced state within the reader (Papadatos 2006). This unbalanced state is triggered by an incident in the story. ...
Article
This paper highlights the role of nonprofit organizations in communicating risk. Nonprofit organizations have emerged as vital actors in not just working toward the benefit of human welfare and bettering society, but also making society aware of hazards or risks that exist. The approach used to communicate risk is a critical element that ultimately will lead to the success or failure of a nonprofit organization’s mission and objectives. Finding ways to communicate risk is a challenging task that requires being able to first make people aware of the significance or value of an act/idea or existing state, communicating the danger at hand, and then drawing on the causal relationship between the two. Although a major function, the literature on risk communication of nonprofit organizations is scarce. This article draws on the relational theory of risk, which includes three elements: object at risk (value), risk object (danger), and association (Boholm and Corvellec 2011). We recommend that the best way for nonprofits—and in some instances other organizations—that need to communicate risk is to communicate this risk through the use of narratives.
... However, some scholars have focussed primarily on the emotional aspects. In particular, researchers focussed on consumer emotions towards brands when outlining guidelines for the development of interactive, consumer-centric and story-based brand-building strategies ( Gob ē, 2001;Leventhal and Papadatos, 2006;Roberts, 2005 ). Accordingly, researchers have recommended the use of emotional narratives (i.e., a display of consumers' perceptions of an ideal life and achievable expectations) to create strategies for engaging consumers on an emotional level ( Belk and Tumbat, 20 05;Hanlon, 20 06;Muniz and Schau, 2005;Thompson et al., 2006 ). ...
Article
This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature. In more detail, using survey data from a population of Iranian consumers and covariance-based structural equation modelling (SEM), this study confirms that E-CBR has a positive impact on the intention to purchase a luxury brand's extension. The study also confirms that E-CBR mediates the relationship between brand attribute associations and the intention to purchase a luxury brand's extension. As such, this research sheds light on the synergic effects of cognitive (brand attribute associations) and emotional (E-CBR) factors in relation to extensions of luxury brands. With respect to perceived fit, the results highlight that it moderates the relationship between brand attribute associations and the intention to purchase a luxury brand's extension. These findings advance existing knowledge of how consumers see extensions of luxury brands, revealing important underlying mechanisms that tie rational and emotional aspects, shaping consumers’ intent. Accordingly, this research yields important implications in relation to the marketing tactics that could be utilised to promote the acceptance of luxury brands’ extensions, especially in growing middle-Eastern markets such as Iran.
... Marka kişiliğini agresiflik, sorumluluk, basitlik, aktiflik ve duyarlılık olmak üzere 5 boyutta tanımlayan Geuens vd.'nin (2009) geliştirdiği bir ölçeğe göre toplamda 12 ifade (gerçekçi, istikrarlı, sorumluluk sahibi, dinamik, aktif, yenilikçi, agresif, cesaretli, sıradan, basit, romantik duygusal) bu 5 boyutu tanımlamaktadır. Marka tüketicilere sunulan toplam bir vaat olduğundan hikâye anlatımının kullanılmasıyla sözlerin ve resimlerin ötesine geçilerek markanın kişiliği ve ruhuyla tüketiciler arasında daha derin bağların ve markaya karşı yüksek sadakatin oluşması desteklenmektedir (Liu ve Wu, 2011;Papadatos, 2006;Akgüç Çetinkaya, 2017). Hikâye yaratılırken örgütlenen fikirlerin tüketicilerin hikâyeyle nasıl bağlantı kuracağı, bir davranışı aktif edip etmeyeceği, markanın amacıyla uyumlu duygusal bir bağın kurulup kurulamayacağı, marka bir kişilikleştirme olduğundan fikirlerin markanın tonu ve stiliyle uyumlu olup olmayacağı, davranışa götüren sürükleyici bir deneyim hakkında ilham verip vermeyeceği ve markanın tüketicilerin hikâyelerinde yer alacak şekilde potansiyele sahip olup olmayacağı titizlikle gözden geçirilmelidir (Legorburu ve McColl, 2014, s. 171-172). ...
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Chapter
Hikâye anlatımı (storytelling) tarih boyunca insan hayatının önemli bir par- çası olmuş ve günümüz teknoloji ve görsellik çağında markaların hikâyelerini, vaatlerini ve kişiliklerini hedef kitleyle paylaşma ve pazarlama iletişimini ger- çekleştirme açısından işletmeler, pazarlama profesyonelleri ve marka yöne- ticileri tarafından kullanılan oldukça güçlü bir araca dönüşmüştür. Pazarlama iletişiminde hikâye anlatıcılığının kullanılması ile tüketici sadece aktif bir izle- yici ya da dinleyici olmaktan çıkarılmakta, hikâyedeki kahramanlar ile kendi- ni özdeşleştirerek hikâyenin içine çekilmektedir. Özellikle video reklamlar bir markanın hikâyesini görsel, işitsel ve editörlü içerikler ile teknoloji ve dijitalin gücünden faydalanıp aktararak tüketicilerin duyularına ve duygularına daha çok hitap etmekte, empati kurmalarına ve hikâyeyi benimsemelerine daha iyi des- tek olmaktadır. Hikâye anlatımı bu noktada bir sihirden öte tüketiciyle markayı bağlayan bir yaratıcılık ve yetenek kaynaşımı olarak öne çıkmaktadır. Bu se- beple hikâyelerin kurgulanması, otantik ve sıra dışı deneyimlerin sunulması ve tüketicide yarattığı yansımanın takip edilmesi profesyonel bir yaklaşım gerektir- mektedir. Böylelikle markaların hikâye anlatımıyla insansılaştırılması ve tüke- ticiyle daha derin, duygusal ve uzun vadeli ilişkiler kurması hedeflenmektedir. Tek yönlü iletişimin ve genel geçer mesajları kurgulayıp iletmenin çoktan terk edildiği günümüz pazarlama iletişim teknikleri açısından hikâye anlatım tekni- ğinin sanatsal bir bakış açısıyla kullanılması ortada aktif bir pazarlama olmadığı izlenimiyle tüketicinin hikâyelere daha rahat inanmasını, odaklanmasını ve nihayet pozitif tutum oluşturmasını sağlamaktadır. Bu çalışmada hikâye anlatım tekniğinin pazarlama iletişimi açısından video rek- lamlarda nasıl kullanıldığının incelenmesi amaçlanmıştır. Niteliksel araştırma yön- temlerinin kullanıldığı bu çalışmada öncelikle literatür taramasıyla hikâye, anlatı, ar- ketipler ve hikâye anlatımı ile reklamlar, marka hikâyeleri ve pazarlama iletişiminde hikâye anlatımının kullanılması açıklanmış, sonrasında seçilen vakaların çözümlen- mesi ve yapılan odak görüşmesi sonuçlarının irdelenmesiyle marka kişiliği, kimli- ği ve vaadinin hikâye anlatımı ile nasıl iletilmeye çalışıldığı ve tüketicide yarattığı etkiler yorumsamacı bir yaklaşım ile derinlemesine incelenmiştir. Çalışma Türkçe literatürde henüz yeni yeni çalışılan bir konuya sahip olması sebebiyle özgün bir değere sahiptir. Hikâye anlatıcılığının özellikle reklamlarda kullanılması bir yandan işletmelerin marka değerlerini arttırmaya ve hedef kitlesiyle daha kuvvetli ilişkiler kurmasına destek olurken diğer yandan ortaya çıkan başarılı örneklerin literatürde incelenmesi suretiyle hikâye anlatımı tekniğinin daha iyi anlaşılıp geliştirilmesi sağ- lanabilecek, böylelikle yeni ve daha başarılı uygulamaların ortaya çıkmasında büyük katkılar sunulabilecektir.
... ;Geuens ve De Pelsmacker, (1998);Mattila ve Enz, (2002);Papadatos, (2006), mal ve hizmetlerin yarattığı duyguların tüketici davranışında önemli bir payı olduğunu belirtmektedirler. Bu görüşlerden yola çıkılarak aşağıda gösterilen H1a ve H1b hipotezleri oluşturulmuştur.H1a: Ürünün duygusal değerinin, gösterişçi tüketim eğilimi üzerinde pozitif bir etkisi vardır. ...
Article
ABSTRACT: Today, it has been discussing intensively the issue that consumer consumption values are antecedents of purchase intention. The purpose of this study is to examine the effects of the values which direct to consumer consumption, on conspicuous consumption tendency and consumers’ purchase intention toward conspicuous. With a theoretical framework in action, a conceptual model that shows the direct and indirect effects of consumption values on conspicuous consumption tendency and purchase intention has been tested. The population of the study consists of the consumers who live in İskenderun- Hatay, Turkey. Field sampling method which is one of the random sampling methods was used. The sample size was determined as 384 consumers. The data was gathered by face to face interview method in 2018, and by the questionnaire as the communication tool. Structural equation modeling (path analysis) was applied to analysis the predicted relationships in the model by using SmartPLS.3 In addition, the reliability and validity of the measurement model was tested. According to the findings obtained as a result of the research; social and monetary values were found to have positive and significant effect on conspicuous consumption tendency. However, the effect of emotional value and functional value on the conspicuous consumption tendency have been found as insignificant. Additionally, social and monetary consumption values and conspicuous consumption tendency influence to purchase intention positively. The effect of functional and emotional values on purchase intention were founded insignificant. In the light of findings, it was presented some suggestions for marketer managers and researchers. Keywords: Consumption Values, Conspicuous Consumption Tendency, Purchase Intention.
... Todas estas características fazem com que o Storytelling seja utilizado hoje em dia em várias vertentes como a comunicação e a educação (Lunce, 2011). Papadatos (2006) identifica a presença de alguns elementos-chave em narrativas, sendo eles a antecipação (início da história que contém geralmente um sentimento de esperança no futuro), crise (o momento de conflito), ajuda ao longo do percurso (aparecimento de algo que ajuda a reverter a situação) e cumprir o objetivo (final da história com um objetivo cumprido). ...
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Este número especial da revista Estudos em Comunicação é dedicado à discussão de dados e resultados científicos apresentados no 4a encontro em "Narrativa, Media e Cognição" decorrido, no ano anterior, na Universidade da Beira Interior. O número inclui ainda contribuições de diversos autores que trabalham neste campo ou participaram em edições anteriores do colóquio, devendo ser encarado como um espelho da investigação que tem sido produzida neste domínio.
... Todas estas características fazem com que o Storytelling seja utilizado hoje em dia em várias vertentes como a comunicação e a educação (Lunce, 2011). Papadatos (2006) identifica a presença de alguns elementos-chave em narrativas, sendo eles a antecipação (início da história que contém geralmente um sentimento de esperança no futuro), crise (o momento de conflito), ajuda ao longo do percurso (aparecimento de algo que ajuda a reverter a situação) e cumprir o objetivo (final da história com um objetivo cumprido). ...
... Öyle ki markalar da hayal gücü, kararlılık, cesaret gibi insani özelliklere sahiptir (Herskovitz ve Chrystal, 2010). Papadatos (2006)'un, dünyanın en iyi ve en akılda kalıcı markalarına biz, 'hikaye anlatan' markalar diyoruz" cümlesiyle hikayenin önemi ifade edilmektedir. Bu durum özellikle moda endüstrisinde büyük tanınırlığa sahip markalara bakıldığında görülebilmektedir. ...
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Hikayeler, duygusal içeriklerle süslenip aktarılan olaylar ile insanları etkilemek amacıyla kullanılan çok eski bir iletişim aracıdır. Bu anlamda insanları ikna etmenin, birşeyler öğretmenin ve eğlendirmenin en kolay yolunun hikayeler olduğu söylenebilir. Aynı zamanda, hikayeler; kurumların değer, ürün, hizmet ve kültürlerini içsel ve dışsal anlamda geliştirerek arttırmalarına yardımcı olan güçlü pazarlama araçları olarak kullanılmakta ve kurumlar hikayelerini pazarlamaktadır. Pazarlamada hikaye kullanımı, bugün birçok sektörün dikkatini çeken bir pazarlama trendidir. Bu endüstrilerden biri de pazarlamada insan duygularına hizmet sunmak adına hikayelerin gücünden yararlanan modadır. Hikaye anlatımı, tüketiciler ile marka arasında duygusal bir bağ oluşmasını sağlamakla birlikte markanın bir kişilik edinmesine yardımcı olmaktadır. Bu anlamda, pazarlamayı bir hikaye üretme ve anlatma işi olarak görmek de pazarlamada yeni ilhamlar üretilmesini sağlamaktadır. Ayrıca internet teknolojisi de bu pazarlama çeşidinin daha fazla kişiye ulaşmasına imkan vermektedir. Özellikle moda markalarının kurumsal web sitelerinde her ay belirlenen konseptlere uygun hikayeler yayınlanmaktadır. Hikayelerle etkileşim içinde olan tüketiciler yaratıcı hikayesi olan markalar ile duygusal bağlar kurmakta ve bu markalar hakkında bilgi alışverişi yapmaktadır. Bu çalışmanın amacı, her ay yenilenen hikayeler ile koleksiyonlarını tüketicilerle buluşturan Silk & Cashmere moda markasını örnek olay olarak incelemektir. ABSTRACT Stories are a very old communication tool used to influence people with events conveyed by emotional content. In this sense, it can be said that the easiest way to persuade, teach and entertain people is to tell stories. At the same time, stories are used as powerful marketing tools that help institutions enhance their value, products, services and cultures by developing them internally and externally, and they market their stories. The use of storytelling in marketing is a marketing trend that attracts many industries today. One of these industries is fashion that takes advantage of the power of stories to serve human emotions in marketing. Storytelling provides the formation of an emotional bond between consumers and brand, and helps brand to acquire personality. In this sense, seeing marketing as a story producing and telling work also provides new inspiration in marketing. In addition, internet technology enables this type of marketing to reach more people. Especially in the corporate web sites of fashion brands, stories are published according to the concepts determined every month. Consumers interacting with the story build emotional ties with brands that have creative stories and exchange information about these brands. The aim of this study is to examine the Silk & Cashmere fashion brand, which brings together the stories and the collections with the consumers every month, as a case study.
... In this perspective, the application of storytelling to destination management (what we refer to as 'destination telling' -DT) consists of seeking and fostering social and emotional interaction and connectivity (Papadatos, 2006), which leverage participatory processes even from a service-dominant perspective (Grönroos, 2008;Polese and Di Nauta, 2013) and makes activities such as collaborative projecting and 'content communitying' the preferred channels for the construction of a common ethos, able to spread rapidly through different social circles. ...
... In this perspective, the application of storytelling to destination management (what we refer to as 'destination telling' -DT) consists of seeking and fostering social and emotional interaction and connectivity (Papadatos, 2006), which leverage participatory processes even from a service-dominant perspective (Grönroos, 2008;Polese and Di Nauta, 2013) and makes activities such as collaborative projecting and 'content communitying' the preferred channels for the construction of a common ethos, able to spread rapidly through different social circles. ...
... In this perspective, the application of storytelling to destination management (what we refer to as "destination telling" -DT) consists of seeking and fostering social and emotional interaction and connectivity (Papadatos, 2006), which leverage participatory processes even from a Service-Dominant perspective and makes activities such as collaborative projecting and "content communitying" the preferred channels for the construction of a common ethos, able to spread rapidly through different social circles. ...
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The rise of new business models based on shared content and experience has required tourism destinations to adopt appropriate tools for the construction and promotion of their identity based on sociality, emotions, interaction and connectivity. The aim of this paper is to analyse actors, actions, processes and relations related to the adoption and development of storytelling practices in tourism destination management, analysing critical aspects linked to the generation of content and the narration of territories. As an attempt to understand the processes of innovation and value-creation underlying the development of storytelling in destination management (“destination telling”), the Service Dominant Logic, and the actor-network theory interpretative framework have been adopted. The study was conducted following the qualitative methodology of multiple case studies. In view of the interviews and the analyses conducted, Destination Telling preconditions, contents, managerial criteria and outcomes have been identified, in reference to each of the three stages (“planning”, “narration” and “assessment”) the process has to be split. Finally, managerial implications for an involving construction and sharing of stories to happen have been examined and discussed.
... In un siffatto contesto, le strategie tradizionali vengono così a integrarsi con più efficaci e composite formule di marketing e di comunicazione, che alcuni autori hanno codificato sotto la più generica etichetta di unconventional marketing (Cova, Giordano e Pallera, 2008) proprio per sottolinearne il contributo di innovatività rispetto al passato. Tale costrutto si sostanzia in particolare nella ricerca e promozione della social and emotional interaction and connectivity (Papadatos, 2006). ...
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Sport sponsorship is any commercial agreement by which a sponsor contractually provides financing or other support in order to establish an association between the sponsor’s image, brands, or products and a sport sponsorship property in return for rights to promote this association and/or for granting certain agreed direct or indirect benefits. Since professional road cycling was one of the first sports to be practiced commercially, sponsorship of cycling teams already started in the first editions of endurance races like Bordeaux–Paris at the end of the nineteenth century, and it has grown ever since. Today’s cycling teams are in fact financed almost exclusively through sponsorship. This chapter explains the business-to-business characteristics of sponsorship of cycling teams and shows how the cycling sponsorship market can be very dynamic. The duration and termination of sponsorship of cycling teams as well as a company’s motives to invest in such sponsorship deals are discussed, and the importance of the integration of sponsorship into marketing communication is illustrated. We also analyze the economic return and effectiveness of cycling team sponsorship and of cycling races and conclude with some thoughts on today’s sponsoring challenges in professional road cycling.KeywordsTeam sponsorshipRaces sponsorshipSponsorship characteristicsSponsorship motivesSponsorship leverage
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Purpose: This paper examines in detail howthe use of storytellingwith parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered. Design/methodology/approach: A sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLSSEM). To measure implicit information processing, a single category implicit association test was applied. Findings: By applying the storytelling technique with parallax scrolling, the online shop increased visitors’ UX on explicit and implicit information processing levels and increased the online shop’s overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers’ minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects ofUXon brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered. Originality/value: Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers’ UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures.
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Amaç – Çalışmanın amacı, iş dünyasının ihtiyaçları ve önceki çalışmaların gelecek çalışmalara yönelik önerileri baz alınarak, televizyon reklamlarında kullanılan hikâye anlatıcılığı tekniğinin kişileri anlatıya dâhil edebilmesinin öncüllerinin ve sonuçlarının ortaya çıkarılmasıdır. Yöntem – Araştırmada, nicel yöntem benimsenmiştir ve İş Bankası müşterilerinin görüş ve deneyimlerinden yararlanmak için, nicel araştırma yöntemlerinden anket kullanılarak 357 İş Bankası müşterisinden veriler toplanmış ve SPSS 23 paket programıyla analiz edilmiştir. Bulgular – Yapılan analizler sonucu elde edilen bulgulara göre, marka hikâyesi unsurlarının (gerçeklik, kısalık, çatışma ve mizah) her birinin anlatıya dahil olmayı olumlu yönde etkilediği ve en çok etkileyen unsurun “mizah” unsuru olduğu tespit edilmiştir. Anlatıya dahil olmanın marka tutumu ve satın alma niyeti üzerinde istatiksel olarak anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Ayrıca markaya yönelik tutumun, satın alma niyeti üzerinde baskın etkisi olduğu görülmüştür. Tartışma – Literatürde markaya yönelik tutumu ve satın alma niyetini anlatısal aktarım teorisi perspektifiyle değerlendiren çok fazla çalışma bulunmamaktadır. Bu bağlamda, araştırmanın marka tutumu ve satın alma niyetine yönelik yapılacak çalışmalara katkıda bulunacağı söylenebilir. Marka hikayesi unsurlarının neler olduğu ve hangisinin veya hangilerinin pazarlama iletişiminde kullanılmasının marka iletişimi açısından olumlu bir etki sağlayabileceği konusunda gelecekte yapılacak araştırmalara yön verebileceği düşünülmektedir. Ayrıca araştırma modeli, bankacılık sektörü dışında başka sektörlere ve televizyon reklamcılığı yerine diğer reklam çeşitlerine uyarlanarak çeşitlendirilebilir. Purpose – The aim of the study is to investigate the influence of storytelling in TV ads on the a priori and the results of customers’ narrative engagement, by taking the needs of businesses and current literature’s research prospects/recommendations into consideration. Design/methodology/approach – In this study, to inspect the opinions and experiences of Is Bank customers, data were collected from 357 Is Bank customers via survey method and were analyzed with the SPSS 23 software. Findings – The findings of the study identified each brand story elements (authenticity, conciseness, reversal, and humor) positively influences customer’s narrative engagement, and the most effective element is claimed as “humor”. Secondly, the narrative engagement has a positive effect on brand attitude and purchase intention. Lastly, it is identified that the brand attitude positively affects the purchase intention. Discussion – There are not many studies in the literature analyzing the brand attitude and purchase intention regarding transportation theory perspective. In this context, the study aims to contribute to future studies on brand attitude and purchase intention. In addition, this study aims to cast a light on the future studies about what the elements of the brand story are and which one(s) can be used in marketing communication to provide a positive effect in terms of brand communication. The research model of this study can be diversified by adapting to other sectors than banking and other types of advertising than television advertising
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Nowadays, management and marketing communication has changed with postmodernism. Especially in tourism which is a labor-intensive sector, businesses or destination management that do not keep up with this change will have difficulty in continuing their lives. According to the postmodern approach, a strong link should be established between the consumer / employee / tourist and the business / destination. Establishing this link connects the employee to the business, and quality of service or quality experiences emerge. Besides the employees, establishing this link enables the tourist to become the business's top brand advocate. In this context, storytelling, which is one of the most important postmodern tools that should be used in the context of management-organization and marketing, has been thoroughly examined in this study. This article was prepared as a literature review. The studies on storytelling in the literature are examined and its use in tourism has been discussed. In this context, recommendations on how to use storytelling in the tourism sector are presented in the conclusion. Keywords: Storytelling, Postmodernism, Tourism, Management, Marketing Hikaye Anlatıcılığı, Postmodernizm, Turizm, Yönetim, Pazarlama
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The power of digital technologies and social media has transformed the way brands talk to their customers. Contemporary marketing is less about the products we make and the services we offer, but more about the experiences brands create, giving customers numerous stories to tell. This chapter presents a critical review of the interdisciplinary theories of storytelling drawing on narrative philosophy, consumer psychology, research in branding and tourism. While covering the essential elements of a story, it also highlights the shift from predictable bowling to pinball wizardry due to the rapid advancement of digital technology and proliferation of social media in all aspects of our lives. The chapter also draws on the neuroscience’s perspective of how the brain responses to storytelling and reviews different approaches to brand research with associated brand storytelling.
Article
This study proposes that storytelling by medical tourism agents can be classified according to story and telling. Authenticity and educability are the key story attributes, while enjoyability, descriptiveness, and emotionality are the key telling attributes. A survey of 514 international tourists who visited South Korea mainly for medical purposes statistically validated these attributes and explored their impact on the trust and behavioral intention of medical tourists. The results show that the attributes of the story had less effect than the attributes of telling on increasing trust in medical tourists, and the degree of trust in turn positively predicted behavioral intention.
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As a new emerging trend, social Customer Relationship Management (social CRM) can be defined as the business practice of promoting voluntary customer engagement activities driven by social media into the value creation process in order to build long-term co-beneficial relationships with target customers as the ultimate end-goal of customer relationship management. Following the spirit of social CRM, this chapter is intended to propose conceptual guidelines for the design of effective relational integrated marketing communications strategies, including message and media strategies, with particular focus on the promotion of opinion leaders’ voluntary engaged efforts with others in a typical social network setting. By implanting the power of social media in relational integrated marketing communications strategies, marketers are able to put the “relationship” back into CRM in order to restore its true meaning – building better long-term relationships with customers.
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Multi-platform communication is becoming the norm as media practice has been changing with the growth of technologies that put viewers in more control and introduce interactivity. This chapter focuses on the Turkish cross-platform advertising campaign, Tweet Village for Sekerbank that received a bronze prize in 2015 at Cannes Lions, which is globally regarded as the most important festival in the field of creative communication. The campaign focused on thousands of family farmers who quit farming to migrate to urban cities in order to support those who resisted leaving. The campaign involves multiple platforms, such as social media, print advertisements, outdoor advertisements and radio spots which make it a successful case for explaining the use of storytelling in cross-media advertising. The case of Tweet Village was evaluated through Berger's (2013) criteria for sharing the campaign's message online as well as Chiu et al.'s (2012) brand story elements.
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In recent years, marketers have paid lots of attention to a new field called social CRM, created from the combination of social media and traditional customer relationship management (CRM) practices. In the past, traditional CRM practices have mainly focused on the task of valuing individual customers’ profitability through relationship management over time as the proxy of creating the firm’s value. Shifting away from this trend, firms have recently attempted to promote customer engagement into the value creation process as the core of CRM strategy. This chapter proposes conceptual guidelines for the success of social CRM practices, while considering the development of personalized customer engagement programs with social media depending on customer status over the life cycle.
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Hikaye anlatıcılığı, yüzyıllardır süregelen öneminin dışında son yıllarda yönetim-organizasyon, pazarlama, iletişim gibi iş dünyasının önemsediği alanlarda popüler olmaya başlamıştır. İnsanlığın temelinde yatan bu kavram, günümüzde çok daha farklı amaçlar ile kullanılmaktadır. Bu nedenle, iş dünyası tarafından benimsenen bu kavramın akademik açıdan da önemi artmıştır. Literatürde gittikçe popüler bir duruma gelmiş olan hikaye anlatıcılığı, turizm özelinde de araştırmalara konu olmaktadır. Unutulmaz turizm deneyimi ise, son yıllarda değişen turist algıları ve beklentileri sonucu ortaya çıkan deneyimlerdir. Turist için, unutulmaz turizm deneyimi duygusal ve zihinsel olarak uç noktaya ulaşmaktır. Hikaye anlatıcılığı sürecinde, başlangıç ve son arasında anlatıma değer bir zirve noktası bulunmalıdır. Bu düşünce temelinde, turistlerin hikaye anlatıcılığı sürecinde, unutulmaz turizm deneyimlerinin anlatıma değer bir zirve nokta olup olmadığı sınamak amaçlanmıştır. Bu araştırmanın çalışma evrenini, Türkiye'de yaşayan ve paket tur programlarına katılım sağlamış yerli turistler oluşturmaktadır. Katılımcılardan, toplamda 250 adet geçerli anket elde edilmiştir. Elde edilen bu veriler; faktör analizi (AFA ve DFA), güvenirlik, regresyon ve aracılık etkisi analizleri yapılarak değerlendirilmiştir. Yapılan analizler sonucunda, anlatıya ulaşımın hikaye anlatıcılığı üzerindeki etkisinde, unutulmaz turizm deneyiminin aracı etki gösterdiği görülmüştür. Anahtar Kelimeler: Anlatıya Ulaşım, Hikaye Anlatıcılığı, Turist, Unutulmaz Turizm Deneyimi
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Storytelling represents an extensive and rich body of research in tourism. Prior studies mainly focus on tourists’ stories in understanding travel experiences and little knowledge exists as to whether destination promotional videos embed the principles of storytelling. Using the Hero’s Journey as a guiding framework, this study conducts a narratological analysis of six destination brand commercials. The advertisements are deconstructed, assessing their story structure, story type, archetype enactment, and experiential outcome. Findings indicate that the majority of destination commercials fail to exhibit state of the art practices of storytelling and this represents a missed opportunity. The Hero’s Journey offers a useful tool to help destination marketers to develop powerful storytelling promotional videos that connect with and engage prospective tourists.
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Despite theme park corporations increasingly investing in new attractions and fun rides, the topic of customer loyalty is still under-researched in this context. In fact, investments into dark rides are largely unpredictable. Other disciplines (e.g. culture, psychology etc.) and popular science provide us with a vast and discombobulated amount of literature. In this study, we review the literature from the perspective of management research, exploring the underlying process causing customer loyalty in regard to the theme park ride. On the basis of a systematic literature review, we derived a model which illustrates the effect mechanism experienced by dark ride attendees. Our model goes beyond psychological relationships, including consequences on marketing and sales. It illustrates essential effects on customers and, thus, provides guidance to park operators. Managers may capitalize from the moderating effect of 'prior knowledge' and 'cultural implications', to intensify the effect of storytelling on immersion.
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Identity is vital when communication takes place. Thus, building a strong brand identity has become a prime marketing concern for many business owners. In previous years, the focus was on the communication between the organisation and the customers. This study extended previous research by focusing on the business concept and identity and their approach of communicating themselves (brand) to the public, a step further in safeguarding a place in the enormous business industry. A qualitative approach with semi-structured interviews ware used to explore the food and beverage industry, focusing on independent coffee shops. The interviews were carried out with five independent coffee shops in Kuala Lumpur, Malaysia. According to the finding of this research, there is a lacking in the investment on the execution of brand for these independent coffee shops. This research also initiates that the inclusion of (the owner’s) roots, identity, and meaning of names are relevant when building an identity of a brand to have a distinctive business concept. This study contributed to our understanding of how brand identity was built and then connected it to the internal culture of the coffee shop. The findings suggested that the process of creating and building a brand identity was more complicated than just producing the visual imagery in order to build and communicate distinctively. © 2018, Universiti Kebangsaan Malaysia Press. All rights reserved.
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This thesis provides an overview of the Emotional Branding, a marketing strategy focused on creating emotional ties between the brands and the consumers. This ties will eventually lead to several benefits for the brand, such as higher brand valuation, brand loyalty and increase in sales. As it is a relatively new and unknown concept, the paper aims to collect all the evidence that we have so far and then use it to answer some key questions about the Emotional Branding: -What is 'Emotional Branding'? -Which kind of strategies are applied? -How effective is it? The ultimate goal of the paper is to show the increasing importance that psychological knowledge plays into the marketing strategies of the companies.
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Der Beitrag untersucht den Einsatz von Storytelling in der Social Media Markenkommunikation anhand der Facebook Postings zweier international erfolgreicher Getränkemarken. Die Ergebnisse der Untersuchungen zeigen, dass Storytelling in der Social Media Markenkommunikation zwar angewendet wird, die Mehrheit der veröffentlichten Beiträge jedoch auf Storytelling verzichten. Storyplots werden in unterschiedlichem Ausmaß verwendet, am häufigsten kommen der Charakter Plot, der Schicksal Plot und der Rätsel Plot vor. Der Interaktionserfolg von Storytelling-Postings variiert nach Marke aber stark.
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Der Beitrag untersucht den Einsatz von Storytelling in der Social Media Markenkommunikation anhand der Facebook Postings zweier international erfolgreicher Getränkemarken. Die Ergebnisse der Untersuchungen zeigen, dass Storytelling in der Social Media Markenkommunikation zwar angewendet wird, die Mehrheit der veröffentlichten Beiträge jedoch auf Storytelling verzichten. Storyplots werden in unterschiedlichem Ausmaß verwendet, am häufigsten kommen der Charakter Plot, der Schicksal Plot und der Rätsel Plot vor. Der Interaktionserfolg von Storytelling-Postings variiert nach Marke aber stark.
Article
This research provides a segmentation of reward program members based on perceptions of fairness (POF) and program benefits. The Theory of Justice provides a theoretical foundation to investigate POF for reward programs. Cluster analysis was used to classify 1108 members of a casino reward program on POF (value and communication-based) and importance of benefits (monetary, nonmonetary, and travel-related). The optimal solution produced three clusters in a two-dimensional benefit–fairness taxonomy, which was validated using recommended procedures. “Faithful” members are high in POF and importance of travel-related benefits, “Justice-seekers” are low in POF but consider all benefit types important. “Money-oriented” members” are high in POF and high in importance of monetary benefits. We profiled the loyalty and gambling behaviors of the clusters and examined demographic differences. Each cluster contains meaningful and distinct characteristics that can guide marketing strategies and predict loyalty outcomes.
Article
In the past decade, the positive and memorable tourism experience (MTE) has merged as a critical concept in the hospitality and tourism field. Previous quantitative studies on MTE mainly focus on measurement development and the relationship between MTE and behavioral intention, and they lack the integration of MTE with other core marketing constructs such as satisfaction and affective commitment. Furthermore, storytelling is conceived as central to the tourist experience, but its relationship with MTE has not been empirically investigated. Within such a context, in this study we surveyed 400 tourists who recalled their most recent leisure travel, and empirically investigated the relationships among MTE, satisfaction, affective commitment, and storytelling behavior. The results show that MTE, compared to satisfaction, is a stronger predictor of affective commitment. Moreover, MTE is a more powerful antecedent of tourists' storytelling behavior than affective commitment. The study expanded the overall nomological network related to MTE, which is critical to advancing the experiential view of tourists' experience. It also generated insights for destination branding and marketing.
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Storytelling könne traditionelle Marketingmethoden so gut ergänzen und ersetzen, weil „alle Menschen wissen, was eine Geschichte ist“, schreibt Werner T. Fuchs in seinem Praxisbuch ‚Warum das Gehirn Geschichten liebt‘ (2009, 56). Dieser Satz ging mir als storytellinginteressierte Forscherin und Lektorin sowie Betreuerin zahlreicher Abschlussarbeiten zu diesem Themenbereich monatelang durch den Kopf. Tatsächlich zeigte sich, dass Studierende in Lehrveranstaltungen sofort eine Assoziation dazu hervorbrachten, was eine Geschichte ist und eine idealtypische Geschichte (meist ein Märchen) auf Lager hatten. Genauso selbstverständlich reagierten in Praxisgesprächen UnternehmenskommunikatorInnen und deren BeraterInnen. Storytelling, so ihre Sicht, sei ein so alter Hut, da möchte man ja nicht einmal den Ausdruck in den Mund nehmen. Storytelling sei etwas, das sie ohnehin täglich praktizierten.
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Es ist nicht neu, dass es für Marken immer schwieriger wird, sich im Wettbewerb mit anderen Marken bzw. Unternehmen um die Gunst der KonsumentInnen zu behaupten. Die Märkte sind großteils gesättigt, Produkte werden als immer austauschbarer wahrgenommen. Von den jährlich neu eingeführten Produkten scheitern an die 80 Prozent innerhalb der ersten sechs Monate (Scheier/Held 2010, 14). Kaufentscheidungen werden habitualisiert getroffen und Werbung muss in Sekundenschnelle wirken.
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As a new emerging trend, social Customer Relationship Management (social CRM) can be defined as the business practice of promoting voluntary customer engagement activities driven by social media into the value creation process in order to build long-term co-beneficial relationships with target customers as the ultimate end-goal of customer relationship management. Following the spirit of social CRM, this chapter is intended to propose conceptual guidelines for the design of effective relational integrated marketing communications strategies, including message and media strategies, with particular focus on the promotion of opinion leaders' voluntary engaged efforts with others in a typical social network setting. By implanting the power of social media in relational integrated marketing communications strategies, marketers are able to put the "relationship" back into CRM in order to restore its true meaning - building better long-term relationships with customers.
Article
The paper work is trying to explain the importance of loyal clients, satisfyed clients as the main premises that are done by the companies in order to be more efficient and to share much more clients on the market. Loyal clients are the ones that buy more, they are less senssible regarding the price, they are also the best lawyers of the brand, being this way a good saling based point of view. The start point of the paper is the fact that little money are invested in the process of clients loyalty. Big companies realoze the importance of clients loyalty and they dont want to invest resources in this key domain that allowes the company to get bigger and bigger. We all know that it is more expensive to attract and create new customers than to mentain the old ones and their advantages. The study case it is done on a very high developed aircraft companyin order to show and detail the theoretical parts that I have presented.
Article
This study delves into the application of Sensory & Emotional Branding in Japanese Men's cosmetics following, the growing metrosexual market segment. A qualitative study was carried out to provide a generic snapshot of the application of sensory and emotional branding strategies in men's cosmetics among Japanese male consumers; their perceptions, experiences and reasons that drove their consumption decisions. The study also reflected that consumerism can develop from popular (and traditional) culture. The flindings indicated that both sensory and emotional branding strategies were not fully exploited by the brands which would mean that there is plenty of room for corporations and brands to work on and develop strategies to fully capture the market fueling the disturbing growth of consumerism and commercialism.
Article
Internet media is widely spread and able to instantly share messages. This feature accelerates the prevalence of using micro-film as a compelling tool for branding. Based on the storytelling theory of emotional responses, sympathy and empathy, and the persuasion theory of elaboration likelihood model, this study develops hypotheses to test the relationship between the storytelling power embedded in micro-films on brand attitude and the moderating effect of cognitive involvement on the overall effect. The data collected from YouTube users in Taiwan has confirmed the positive relationship between sympathy and empathy on brand attitude, and the moderating effect of cognitive involvement. Implications are discussed.
Conference Paper
This paper clarifies the stage of academic corporate branding studies by taking an extensive look into the corporate branding literature published online between 1996-2007. A range of online databases were searched to provide a comprehensive listing of academic journal articles on corporate branding. The paper suggests classification categories for corporate branding studies, and presents a classification of the articles. Some of the oldest issues that have been studied are corporate brand equity and value whereas some of the most recent areas are ethical issues, consumer loyalty and consumer trust. Introduction Corporate branding is one of the most fascinating phenomena both among academics and practitioners nowadays. However, even though there are literature reviews conducted (Hulberg 2006) and several literature reviews executed as a background for both conceptual and empirical studies, there seems to be a lack of comprehensive information on corporate branding studies – what really has been studied in the area. This paper aims to fill this gap by categorizing and combining the academic studies published online between 1996 and 2007.
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