Details
| Original language | English |
|---|---|
| Title of host publication | Back to the Future: Using Marketing Basics to Provide Customer Value |
| Subtitle of host publication | Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference |
| Publisher | Springer Nature |
| Pages | 265 |
| Number of pages | 1 |
| Publication status | Published - 6 Dec 2017 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Brands and companies are full of precious stories that need to be told. Therefore, businesses necessitate identifying the core elements and emotional heart of their individual story as a basis of their entire brand communication. Nevertheless, little is known about the underlying mechanisms of successful stories. Apart from the role of storytellers and their ability to create substantive story elements and build harmonized narratives through preferred story characters and comprehensible courses of action, the consumption of the story through the story perceiver takes a central role in brand management. The results of our empirical study show that transportation with its two facets as well as a three-dimensional assessment of identification represents a valuable framework to measure the effects of brand-related stories and to determine if different stories are able to take the consumer into a journey throughout the brand’s world. With special focus on implicit and explicit brand-related information processing, the findings reveal that emotional engagement evoked by a story are not able to affect implicit brand attitudes to a significant degree compared with enjoyment through an entertaining experience. Nevertheless, implicit and explicit brand attitudes drive behavioral processes and help to predict behavioral key performance indicators.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference. Springer Nature, 2017. p. 265 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Welcome to Brand-Topia: The Role of Transportation and Identification in Brand Storytelling
T2 - An Abstract
AU - Wiedmann, Klaus Peter
AU - Karampournioti, Evmorfia
AU - Hennigs, Nadine
AU - Schmidt, Steffen
AU - Albertsen, Levke
PY - 2017/12/6
Y1 - 2017/12/6
N2 - Brands and companies are full of precious stories that need to be told. Therefore, businesses necessitate identifying the core elements and emotional heart of their individual story as a basis of their entire brand communication. Nevertheless, little is known about the underlying mechanisms of successful stories. Apart from the role of storytellers and their ability to create substantive story elements and build harmonized narratives through preferred story characters and comprehensible courses of action, the consumption of the story through the story perceiver takes a central role in brand management. The results of our empirical study show that transportation with its two facets as well as a three-dimensional assessment of identification represents a valuable framework to measure the effects of brand-related stories and to determine if different stories are able to take the consumer into a journey throughout the brand’s world. With special focus on implicit and explicit brand-related information processing, the findings reveal that emotional engagement evoked by a story are not able to affect implicit brand attitudes to a significant degree compared with enjoyment through an entertaining experience. Nevertheless, implicit and explicit brand attitudes drive behavioral processes and help to predict behavioral key performance indicators.
AB - Brands and companies are full of precious stories that need to be told. Therefore, businesses necessitate identifying the core elements and emotional heart of their individual story as a basis of their entire brand communication. Nevertheless, little is known about the underlying mechanisms of successful stories. Apart from the role of storytellers and their ability to create substantive story elements and build harmonized narratives through preferred story characters and comprehensible courses of action, the consumption of the story through the story perceiver takes a central role in brand management. The results of our empirical study show that transportation with its two facets as well as a three-dimensional assessment of identification represents a valuable framework to measure the effects of brand-related stories and to determine if different stories are able to take the consumer into a journey throughout the brand’s world. With special focus on implicit and explicit brand-related information processing, the findings reveal that emotional engagement evoked by a story are not able to affect implicit brand attitudes to a significant degree compared with enjoyment through an entertaining experience. Nevertheless, implicit and explicit brand attitudes drive behavioral processes and help to predict behavioral key performance indicators.
UR - http://www.scopus.com/inward/record.url?scp=85125244006&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-66023-3_97
DO - 10.1007/978-3-319-66023-3_97
M3 - Conference contribution
AN - SCOPUS:85125244006
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 265
BT - Back to the Future: Using Marketing Basics to Provide Customer Value
PB - Springer Nature
ER -