Skip to main content
SpringerLink
Log in

Storytelling und Markenbildung

  • Chapter
  • First Online:
Elemente des Storytellings in Bildung, Kulturwissenschaften und Marketing

  • 1948 Accesses

Zusammenfassung

Die Untersuchung von Storytelling und Markenliebe ist durch die Notwendigkeit gerechtfertigt, das Potenzial von Storytelling als Instrument zu verstehen, das Vermarktern zur Verfügung steht, um die Liebe der Verbraucher zu einer bestimmten Marke positiv zu beeinflussen.

Wir haben uns für die Marke PANDORA entschieden, weil ihre Produkte auch mit Geschichten assoziiert werden; daher wollen wir untersuchen, ob der Einsatz von Storytelling zur Entstehung von Markenliebe beiträgt.

Die Ergebnisse zeigen einen positiven Einfluss des Storytellings auf die Liebe der Verbraucher zur Marke PANDORA.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 29.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 37.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Literatur

  1. Dias, L., and P. Dias. 2018. Beyond Advertising Narratives: “Josefinas” and their storytelling products. Anàlisi. 58: 47. https://doi.org/10.5565/rev/analisi.3118.

  2. Carroll, B.A., and A.C. Ahuvia. 2006. Some antecedents and outcomes of brand love. Marketing Letters 17 (2): 79–89. https://doi.org/10.1007/s11002-006-4219-2.

  3. Batra, R., A. Ahuvia, and R.P. Bagozzi. 2012. Brand love. Journal of Marketing 76 (2): 1–16. https://doi.org/10.1509/jm.09.0339.

  4. Loyal, K. (2018). Brand storytelling, defined. Retrieved from: www.scribewise.com/brand-storytelling-defined/

  5. Mucundorfeanu, M. (2018). The Key Role of Storytelling in the Branding Process. Journal of Media Research 11(1(30)), pp. 42–54. https://doi.org/10.24193/jmr.30.3

  6. Roberts, K. 2004. Lovemarks: El futuro más allá de las marcas. Madrid: Empresa Activa.

    Google Scholar 

  7. Biesenbach, R. (2018a). Unleash the Power of Storytelling: Win hearts, Change minds, Get results. Illinois: Eastlawn Media.

    Google Scholar 

  8. Yin, R.K. (1994). Case Study Research Design and Methods. In Applied Social Research Methods Series (2nd ed., pp. 1–53). London: SAGE Publications.

    Google Scholar 

  9. Bergkvist, L., and T. Bech-Larsen. 2010. Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management 17 (7): 504–518. https://doi.org/10.1057/bm.2010.6.

  10. Kapferer, J.N. (2003). As Marcas: Capital da Empresa. Lisboa: Campo das Letras

    Google Scholar 

  11. Albert, N., and D. Merunka. 2013. The role of brand love in consumer-brand relationships. Journal of Consumer Marketing 30 (3): 258–266. https://doi.org/10.1108/07363761311328928.

    Article  Google Scholar 

  12. Keller, K.L. 2013. Strategic Brand Management Building, Measuring, and Managing Brand Equity. Journal of Brand Management. https://doi.org/10.1057/bm.1998.36.

  13. Mossberg, L. and Nissen Johansen, E. (2006) Storytelling: Marknadsföring i upplevelseindustrin, [Storytelling: Marketing in the Experience Industry] Göteborg, Sweden: Studentlitteratur.

    Google Scholar 

  14. Chang, C. (2009) ‘Being hooked’ by editorial content: The implications for processing narrative advertising. Journal of Advertising 38 (3): 51–65.

    Article  Google Scholar 

  15. Stern, B.B. (1994) Classical and vignette television advertising dramas: Structural models, formal analysis and consumer effects. Journal of Consumer Research 20 (4): 601–615.

    Article  Google Scholar 

  16. Gabriel, Y. and Lang, T. (1995) The Unmanageable Consumer: Contemporary Consumption and Its Fragmentation. London: SAGE Publications.

    Google Scholar 

  17. Fournier, S. 1998. Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research 24 (4): 343–373. https://doi.org/10.1086/209515.

    Article  Google Scholar 

  18. Woodside, A.G., S. Sood, and K.E. Miller. 2008. When consumers and brands talk: storytelling theory and research in psychology and marketing. Psychology and Marketing 25 (2): 97–145.

    Article  Google Scholar 

  19. Halliday, J. (1998) Ford division expands storytelling ads for ‘99. Automotive News 24 August: 72.

    Google Scholar 

  20. Salzer-Mörling, M. and Strannegård, L. (2004) Silence of the brands. European Journal of Marketing 83 (1/2): 224–238.

    Article  Google Scholar 

  21. Simmons, J. (2006) Guinness and the role of strategic storytelling. Journal of Strategic Marketing 14 (March): 11–18.

    Article  Google Scholar 

  22. Kaufman, B. (2003) Stories that sell, stories that tell. Journal of Business Strategy 24 (2): 11–15.

    Article  Google Scholar 

  23. Escalas, J.E. (2004a) Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising 33 (2): 37–48.

    Article  Google Scholar 

  24. Guber, P. (2007) The four truths of the storyteller. Harvard Business Review 85 (12): 52–59.

    Google Scholar 

  25. Firat, F.A. and Venkatesh, A. (1995) Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research 22 (3): 239–267.

    Article  Google Scholar 

  26. Holt, D.B. (2002) Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research 29 (1): 70–90.

    Article  Google Scholar 

  27. Desai, K.K. and Keller, K.L. (2002) The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing 66 (1): 73–93.

    Article  Google Scholar 

  28. Martin, I.M., Stewart, D.W. and Matta, S. (2005) Branding strategies, marketing communication and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions. Journal of the Academy of Marketing Science 33 (3): 275–294.

    Article  Google Scholar 

  29. Papadatos, C. (2006) The art of storytelling: How loyalty marketers can build emotional connections to their brands. Journal of Consumer Marketing 23 (7): 382–384.

    Article  Google Scholar 

  30. Huang, W. (2010) Brand story and perceived brand image: Evidence from Taiwan. Journal of Family and Economic Issues 31 (3): 307–317.

    Article  Google Scholar 

  31. Long, G. (2007) Transmedia storytelling. Business, aesthetics and production at the Jim Henson Company. Master’s dissertation, MIT. http://cms.mit.edu/research/theses/GeoffreyLong2007.pdf.

  32. Erickson, F. (1986) Qualitative methods in research on teaching. In: M. Wittrock (ed.) handbook of research on teaching. New York: Macmillan, pp. 119–161.

    Google Scholar 

  33. Ryu, K., X.Y. Lehto, S.E. Gordon, and X. Fu. 2019. Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management 71: 348–363.

    Article  Google Scholar 

  34. Laurence, D., and P. Valentina. 2019. How stories generate consumer engagement: An exploratory study. Journal of Business Research 104: 183–195.

    Article  Google Scholar 

  35. Wang, J., and B.J. Calder. 2006. Media transportation and advertising. Journal of Consumer Research 33 (2): 151–162.

    Article  Google Scholar 

  36. Fog, K., C. Budtz, and B. Yakaboylu. 2010. Storytelling: Branding in Practice, 2nd ed. Heidelberg: Springer.

    Google Scholar 

  37. Gefen, D., D.W. Straub, and M.C. Boudreau. 2000. Structural equation modeling and regression: Guidelines for Research Practice. Communications of the AIS 4: 1–76.

    Google Scholar 

  38. Carnevale, M., O. Yucel-Aybat, and L. Kachersky. 2018. Meaningful stories and attitudes toward the brand: The moderating role of consumers’ implicit mindsets. Journal of Consumer Behaviour 17 (1): e78–e89.

    Article  Google Scholar 

  39. Napoli, J., S.J. Dickinson, M.B. Beverland, and F. Farrelly. 2014. Measuring consumer-based brand authenticity. Journal of Business Research 67 (6): 1090–1098.

    Article  Google Scholar 

  40. Hu, L., and P.M. Bentler. 1999. Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal 6 (1): 1–55.

    Article  Google Scholar 

  41. Morhart, F., L. Malär, A. Guèvremont, F. Girardin, and B. Grohmann. 2015. Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology 25 (2): 200–218.

    Article  Google Scholar 

  42. Casebeer WD (2008) The stories markets tell-affordances for ethical behavior in free exchange. In: Paul JZ (ed) Moral markets: the critical role of values in the economy. Princeton University Press, Princeton, pp 3–15

    Google Scholar 

  43. Chiu HC, Hsieh YC, Kuo YC (2012) How to align your business stories with your products. J Retail 88(2):262–275

    Article  Google Scholar 

  44. Martin K, Todorov I (2010) How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? J Interact Advert 10(2):61–66

    Article  Google Scholar 

  45. Taylor, S. S., Fisher, D., & Dufresne, R. L. (2002). The aesthetics of management storytelling: A key to organizational learning. Management Learning, 2002(33), 313.

    Article  Google Scholar 

  46. Woodworth RS (1928) Dynamic psychology. In: Murchison C (ed) Psychologies of 1925. Clark University Press, Worcester

    Google Scholar 

  47. Zanna MP, Rempel JK (1988) Attitude: a new look at an old concept. In: Daniel Bar-Tal, Kruglanski A (eds) The social psychology of knowledge. Cambridge University Press, New York, pp 315–334

    Google Scholar 

  48. Grayson K, Martinec R (2004) Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. J Consum Res 31(2):296–312

    Article  Google Scholar 

  49. Lam, S.K., M. Ahearne, Y. Hu, and N. Schillewaert. 2010. Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing 74 (6): 128–146. https://doi.org/10.1509/jmkg.74.6.128.

    Article  Google Scholar 

  50. Park, C.W., D.J. Maclnnis, J. Priester, A.B. Eisingerich, and D. Lacobucci. 2010. Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing 74 (6): 1–17. https://doi.org/10.1509/jmkg.74.6.1.

    Article  Google Scholar 

  51. Escalas, J.E. (2004b) Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology 14 (1/2): 168–180.

    Article  Google Scholar 

  52. Podsakoff, P.M., S.B. MacKenzie, J.-Y. Lee, and N.P. Podsakoff. 2003. Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology 88 (5): 879–903. https://doi.org/10.1037/0021-9010.88.5.879.

    Article  Google Scholar 

  53. Preacher, K.J., and A.F. Hayes. 2008. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods 40 (3): 879–891. https://doi.org/10.3758/BRM.40.3.879.

    Article  Google Scholar 

  54. Boley, B. B., Jordan, E. J., Kline, C., & Knollenberg, W. (2018). Social return and intent to travel. Tourism Manage, 64, 119–128. https://doi.org/10.1016/j.tourman.2017.08.008

    Article  Google Scholar 

  55. Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640–651. https://doi.org/10.1016/j.jbusres.2020.08.021.

    Article  Google Scholar 

  56. Mukendi, A., Davies, I., McDonagh, P., & Glozer, S. (2020). Sustainable fashion: Current and future research directions. European Journal of Marketing, 54(11), 2873–2909. https://doi.org/10.1108/EJM-02-2019-0132

    Article  Google Scholar 

  57. Shen, B. (2014). Sustainable fashion supply chain: Lessons from H& M. Sustainability, 6, 6236–6249. https://doi.org/10.3390/su6096236

    Article  Google Scholar 

  58. Kim MJ (2010) Effects of ethnocentrism and receptivity to other cultures affecting Preference for traditional alcohol drinks: focusing on Makgeolli and Sake. Food Serv Manag 13(4):7–31

    Google Scholar 

  59. Kim MH, Jeong HG (2010) The study on development of local dishes in Chungcheongnam-do through storytelling: centered on King Muryeong and King Tamra and Mongyudowonbangbap. J Korea Soc Food Cult 25(3):213–232

    Google Scholar 

  60. Herskovitz S, Crystal M (2010) The essential brand persona: storytelling and branding. J Bus Strateg 31(3):21–28

    Article  Google Scholar 

  61. Jiménez-Zarco AI, Martínez-Ruiz MP, Izquierdo-Yusta A (2011) Key service innovation drivers in the tourism sector: empirical evidence and managerial implications. Serv Bus 5(4):339

    Article  Google Scholar 

  62. Kavaratzis, M. 2017. The participatory place branding process for tourism: Linking visitors and residents through the city brand. In Tourism in the city, 93–107. Berlin: Springer.

    Google Scholar 

  63. Kavaratzis, M., and A. Kalandides. 2015. Rethinking the place brand: The interactive formation of place brands and the role of participatory place branding. Environment and Planning 46 (6): 1368–1382.

    Article  Google Scholar 

  64. Zenker, S., and C. Erfgen. 2014. Let them do the work: A participatory place branding approach. Journal of Place Management and Development 7 (3): 225–234.

    Article  Google Scholar 

  65. Kalandides, A. 2011. City marketing for Bogotá: A case study in integrated place branding. Journal of Place Management and Development 4 (3): 282–291.

    Article  Google Scholar 

  66. Ashworth, G., and M. Kavaratzis. 2009. Beyond the logo: Brand management for cities. Brand Management 16 (8): 520–531.

    Article  Google Scholar 

  67. Hankinson, G. 2009. Managing destination brands: Establishing a theoretical foundation. Journal of Marketing Management 25 (1–2): 97–115.

    Article  Google Scholar 

  68. Kavaratzis, M., and G. Ashworth. 2005. City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift Voor Economische en Sociale Geografie 96 (5): 506–514.

    Article  Google Scholar 

  69. Kavaratzis, M. 2004. From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding 1 (1): 58–73.

    Article  Google Scholar 

  70. Rainisto, S. 2003. Success factors of place marketing: A study of place marketing practices in Northern Europe and The United States. Helsinki University of Technology.

    Google Scholar 

  71. Kotler, P., C. Asplund, I. Rein, and D. Haider. 1999. Marketing places Europe: Attracting investments, industries, residents and visitors to European cities, communities, regions and nations. London: Pearsons Education Ltd.

    Google Scholar 

  72. Anholt, S. 2003. Brand new justice: How branding places and products can help the developing world. Burlington, MA: Elsevier.

    Google Scholar 

  73. Campelo, A., R. Aitken, M. Thyne, and J. Gnoth. 2014. Sense of place: The importance for destination branding. Journal of Travel Research 53 (2): 154–166.

    Article  Google Scholar 

  74. Govers, R., and F. Go. 2009. Place branding: Virtual and physical identities, glocal, imagined and experienced. Basingstoke: Palgrave-Macmillan.

    Book  Google Scholar 

  75. Kavaratzis, M., and M. Hatch. 2013. The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory 13 (1): 69–86.

    Article  Google Scholar 

  76. Jernsand, E., and H. Kraff. 2015. Participatory place branding through design: The case of Dunga Beach in Kisumu, Kenya. Place Branding and Public Diplomacy 11 (3): 226–242.

    Google Scholar 

  77. Colomb, C., and A. Kalandides. 2010. The ‘Be Berlin’ Campaign: Old wine in new bottles or innovative form of participatory place branding? In Towards effective place brand management: Branding European cities and regions, ed. G. Ashworth and M. Kavaratzis, 173–190. Cheltenham: Edward Elgar Publishing.

    Google Scholar 

  78. Govers, R. 2015. Rethinking virtual and online place branding. In Rethinking place branding, ed. M. Kavaratzis, G. Warnaby, and G. Ashworth, 73–83. Berlin: Springer.

    Chapter  Google Scholar 

  79. Oliveira, E., and E. Panyik. 2015. Content, context and co-creation: Digital challenges in destination branding with references to Portugal as a tourist destination. Journal of Vacation Marketing 21 (1): 53–74.

    Article  Google Scholar 

  80. Chung, Hwiman, and Xinshu Zhao. 2003. Humour effect on memory and attitude: Moderating role of product involvement. International Journal of Advertising 22(1): 117–144. https://doi.org/10.1080/02650487.2003.11072842.

    Article  Google Scholar 

  81. Dessart, L. 2018. Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing 35 (2): 289–304. https://doi.org/10.1016/j.ijresmar.2017.12.009.

    Article  Google Scholar 

  82. Fenger, Morten H. J., Jessica Aschemann-Witzel, Flemming Hansen, and Klaus G. Grunert. 2015. Delicious words: Assessing the impact of short storytelling messages on consumer preferences for variations of a new processed meat product. Food Quality and Preference 41: 237–244. https://doi.org/10.1016/j.foodqual.2014.11.016.

    Article  Google Scholar 

  83. Nie, Yong You, Austin Rong Da. Liang, and Dun Ji Chen. 2017. Assessing the effect of organic-food short storytelling on consumer response. The Service Industries Journal 37(15–16): 968–985. https://doi.org/10.1080/02642069.2017.1371143.

    Article  Google Scholar 

  84. Fog K, Budtz C, Munch P, Blanchette S (2010) Storytelling: branding in practice, 2nd edn. Springer Science & Business Media, Heidelberg

    Google Scholar 

  85. Du Plessis, Charmaine. 2017. The role of content marketing in social media content communities. South African Journal of Information Management 19(1): 1–7.

    Google Scholar 

  86. Hirschman, E.C. (2010) Evolutionary branding. Psychology & Marketing 27 (6): 568–583.

    Article  Google Scholar 

  87. Gelb, Betsy D., and Charles M. Pickett. 1983. Attitude-toward-the-AD: links to humor and to advertising effectiveness. Journal of Advertising 12(2): 34–42. https://doi.org/10.1080/00913367.1983.10672838.

    Article  Google Scholar 

  88. Shimp, Terence A. 1981. Attitude toward the AD as a mediator of consumer brand choice. Journal of Advertising 10(2): 9–48. https://doi.org/10.1080/00913367.1981.10672756.

    Article  Google Scholar 

  89. Mitchell, Andrew A., and Jerry C. Olson. 1981. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research 18(3): 318–332. https://doi.org/10.1177/002224378101800306.

    Article  Google Scholar 

  90. Spears, Nancy, and Surendra N. Singh. 2004. Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising 26(2): 53–66. https://doi.org/10.1080/10641734.2004.10505164.

    Article  Google Scholar 

  91. Sallam, Methaq Ahmed, Fahad Ali Algammash, and Management. 2016b. “The effect of attitude toward advertisement on attitude toward brand and purchase intention.” International Journal of Economics, Commerce 4(2):509–520

    Google Scholar 

  92. Tauber, E.M. 1981. Brand franchise extension: New product benefits from existing brand names. Business Horizons 24(2): 36–41.

    Article  Google Scholar 

  93. Hill, J., and H. Lee. 2015. Sustainable brand extensions of fast fashion retailers. Journal of Fashion Marketing and Management 19(2): 205–222.

    Article  Google Scholar 

  94. Aagerup, U., and J. Nilsson. 2016. Green consumer behavior: Being good or seeming good? Journal of Product and Brand Management 25(3): 274–284.

    Article  Google Scholar 

  95. Niedermeier, A., A. Emberger-Klein, and K. Menrad. 2021. Which factors distinguish the different consumer segments of green fast-moving consumer goods in Germany? Business Strategy and the Environment 30(4): 1823–1838.

    Article  Google Scholar 

  96. Athavaley, A. 2009. Kicking formaldehyde out of bed. Wall Street Journal. Advance online publication 30 April. https://www.wsj.com/articles/SB10001424052748703816204574487412817324226.

  97. Schmuck, D., J. Matthes, and B. Naderer. 2018. Misleading consumers with green advertising? An affect-reason-involvement account of greenwashing effects in environmental advertising. Journal of Advertising 47(2): 127–145.

    Article  Google Scholar 

  98. Glaser, B.G., and A. Strauss. 1967. The discovery of grounded theory: Strategies for qualitative research. New York: Aldine Publishing.

    Google Scholar 

  99. Morgan, D.L. 1993. Qualitative content analysis: A guide to paths not taken. Qualitative Health Research 3(1): 112–121.

    Article  Google Scholar 

  100. Bray, J., N. Johns, and D. Kilburn. 2011. An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics 98(4): 597–608.

    Article  Google Scholar 

  101. Olsen, M.C., R.J. Slotegraaf, and S.R. Chandukala. 2014. Green claims and message frames: How green new products change brand attitude? Journal of Marketing 78(5): 119–137.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Nashik, Indien

    Neeraj Karandikar

Authors
  1. Neeraj Karandikar
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Nashik, India

    Neeraj Karandikar

Rights and permissions

Reprints and permissions

Copyright information

© 2023 Der/die Autor(en), exklusiv lizenziert an Springer-Verlag GmbH, DE, ein Teil von Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Karandikar, N. (2023). Storytelling und Markenbildung. In: Karandikar, N. (eds) Elemente des Storytellings in Bildung, Kulturwissenschaften und Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-66293-9_4

Download citation

  • DOI: https://doi.org/10.1007/978-3-662-66293-9_4

  • Published:

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-662-66292-2

  • Online ISBN: 978-3-662-66293-9

  • eBook Packages: Social Science and Law (German Language)

Publish with us

Policies and ethics

Search

Navigation