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Storytelling : identifying the influence of story characteristics on the consumer attitude, purchase intention and consumer reputation in the fashion industry

Spijker, D. (2015) Storytelling : identifying the influence of story characteristics on the consumer attitude, purchase intention and consumer reputation in the fashion industry.

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Abstract:Brands use their own brand story to differentiate from others and attract consumers into the world of their brand, so called storytelling. The purpose of this study was to find out which specific characteristics of a brand story should or should not be included. These characteristics were examined using the concepts of consumer attitude towards the content, consumer attitude towards the brand, purchase intention and consumer based reputation. The theoretical framework discussed story content which resulted in a set of story characteristics that are used for storytelling. A preliminary research in the form of a content analysis of 20 fashion brand stories indicated two possibly interesting characteristics: mentioning the history and founders of a brand and the level of vividness of the story. These two characteristics were examined in the main experiment in the form of a 2 (history vs no history) x 2 (vivid vs not-vivid) design which resulted in four different fictive brand stories. Respondents were asked to fill in a questionnaire after reading one of the four stories. The results of 141 respondents showed that mentioning the history and founders in a brand story has a negative effect on the attitude towards the brand, the purchase intention and the consumer based reputation. No significant effect was found on the attitude towards the content of the story. Regarding vividness, no main effect was found on any of the four dependent variables. It can be concluded that mentioning the history and founders of the brand is not the information that consumers want to know more about when reading the ‘about’ page of a brand.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68819
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