The Effect of Brand Storytelling based on the Subject of Story

Hong, Sookyeong; Cho, Seung-Ho

doi:10.5392/jkca.2016.16.07.112

Cited by 8 publications

(5 citation statements)

References 8 publications

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“…Data findings from the questions related to consumer-based stories concluded that most of the respondents agree that they engage with airline brands in Malaysia through consumer-based stories (mean = 3.88) compared to brand history. In addition, the data also supported the study by Hong and Cho (2016) that people who were exposed to a non-story ad showed the highest negative emotion while those who were exposed to consumer-based telling advertisement had the lowest negative emotion towards the brand. For instance, Coca-Cola is one of the world's valuable brands that is widely known for its powerful brand storytelling techniques to engage with customers (Plessis, 2015).…”

Section: Discussionsupporting

confidence: 77%

The Influence of Brand Story Towards Perceived Brand Image on Malaysian Airline Industry

Rohaizad

Ahmad

Razali

2021

JCLC

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The public’s perception towards brands varies from one to another. Consumers’ purchasing behaviours keep changing over the years, and people are no longer interested with a one-way flow of communication when it comes to purchasing, or in simpler words, consumers “don't like to be sold”. Brand story is one of the strongest marketing strategies that most of the big companies apply to grow their business as well as to portray a good company image. Studies show that the influence of brand story is powerful in building a positive brand image, for it can empower and motivate the audience, convey purpose, and enhance customers' purchasing experience. The purpose of this paper is to identify the respondents’ perception of brand story, to ascertain their levels of perceived brand image, as well as to examine the relationship between the perception of brand story and perceived brand image. A survey through the use of a questionnaire was carried out, and 384 respondents participated, and the results indicate a significant value on the relationship between the influence of brand story and perceived brand image.

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Section: Discussionsupporting

confidence: 77%

The Influence of Brand Story Towards Perceived Brand Image on Malaysian Airline Industry

Rohaizad

Ahmad

Razali

2021

JCLC

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“…(Lundqvist et al, 2013) found the power of storytelling in a consumer's experience. (Hong, S.Y., & Cho, 2016) show that stories about a brand are strongly influenced by the subject of the story. Meanwhile, (Moore, 2011), conducted research which found that tinular speech about a brand can influence the storyteller in an advertisement.…”

Section: Triangulation Results With Sourcesmentioning

confidence: 99%

Consumers of Indonesian Wardah Cosmetics are the Focus of an Analysisis of Visual Storytelling Marketing

Ekowati,

Widjajani,

Puspitasari

et al. 2023

JEFMS

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Storytelling is a style of communication that employs a variety of elements in the form of a story or narrative. Compared to logical arguments, statistical data, and facts, storytelling is more credible. Wardah is one of the companies that has utilized marketing through visual storytelling in its advertising. In order to strengthen branding by connecting the company through values and emotions, this study aims to determine how Wardah cosmetic consumers perceive the visual aspects of storytelling marketing. In order to explore and examine the data, this study used a phenomenological design. According to the study's findings, all of the participants who used Wardah cosmetic products were able to comprehend the visual aspects of storytelling marketing, including design, personalization, usefulness, personality, storytelling, shareworthiness, real-time, and amplification. The findings also demonstrated that the ideals expressed in the visual content of the Wardah cosmetic advertising create an emotional bond among all study participants. The study's findings also revealed that every participant acknowledged that the visuals in the advertising gave the idea that Wardah was a halal cosmetic, which might have a favorable effect on the company's reputation.

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“…Three different types of advertisements were designed based on storyteller types (Hong and Cho, 2016): founder’s story, consumer’s story and an informational ad. Each ad was recorded both with male and female voices.…”

Section: Methodsmentioning

confidence: 99%

Gender and credibility in branded storytelling

Kang

Hubbard

Hong

2019

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Purpose This paper aims to explore gender differences regarding how men and women perceive the story of a CEO and a customer of different genders in audio advertising. Design/methodology/approach A Web-based three-way factorial experiment was designed with three storyteller types (founder’s story, customer’s story vs informational ad), story teller’s gender (male voice vs female voice) and research participants’ gender (men vs women). In total, 549 participants were recruited through Amazon’s Mechanical Turk. Findings Researchers found gender-based differences in how audiences evaluated messages from the founder versus the customer of a company. There was a relationship between a male speaker’s perceived authoritativeness and audiences’ favorability to the ad, but no such relationship when the speaker was a woman. Practical implications A female voice elicited more favorable attitudes toward the non-story informational ad. In the customer’s story ad, relatability between the speaker and the audience mattered. Participants perceived the ad as more credible and convincing when the gender of the customer in the ad was the same as their gender. Social implications Women showed more favorable attitudes toward the male founder’s story compared to the female founder’s story. In evaluating the credibility of the female founder, audiences cared about her character (likability) rather than authoritativeness (expertise). Originality/value This study enriches the gender-related advertising-effect literature based on role congruity theory. The research contributes to the understanding of how gender bias still shapes the audiences’ evaluation of storyteller credibility.

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The Effect of Brand Storytelling based on the Subject of Story

Cited by 8 publications

References 8 publications

The Influence of Brand Story Towards Perceived Brand Image on Malaysian Airline Industry

The Influence of Brand Story Towards Perceived Brand Image on Malaysian Airline Industry

Consumers of Indonesian Wardah Cosmetics are the Focus of an Analysisis of Visual Storytelling Marketing

Gender and credibility in branded storytelling

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