Marketing through Storytelling: The Psychology of Narrative in Brand Communication

Abstract

This research examines the use of storytelling as a therapeutic approach as well as an intervention in brand communications. Specifically, this research examines narrative structure to examine consumer perceptions, emotional involvement, and ultimately, the potential for brand loyalty over time. In light of this, the research seeks to intersect psychological and marketing disciplines to understand why a story may communicate more effectively than traditional promotion means. This research is inherently qualitative content analysis based with an additional interpretation of published empirical and applied studies, and/or case examples within retail and service organizations. With an expectation that it would add additional rigor as has been noted in meta studies of popular work psychology research, psychological theories related to narrative transportation, identity construction, and consumer brand relationship theories, are all used as conceptual scaffolding for the analysis of the story cognition and behaviour. Case examples cursorily document and substantiate how leading global brands operationalize these strategies in context. This study concludes that storytelling adds value to brand communications by increasing empathy, assisting memory recall of messages and reinforcing perceptions of brand authenticity. When implementing narrative led marketing strategies, consumers reported being more likely to trust, emotionally connect, and have purchase intentions, as compared to when consumers are courted using only informational or persuasive appeals. It is still worth noting if narrative messages are used that greatly exaggerate reality, or stories that do not match with brand cozies, this dampen the effectiveness of consumers. This study emphasizes storytelling not only as a creative method; rather, it is a psychological process that can affect consumer decision making and brand relationships. When constructing brand stories, marketers should pay attention to authenticity, cultural relevance, and emotional connection. The implications for marketing practice and scholarship are that well-constructed stories can transform brand communications into a sustainable competitive advantage in the digital age.