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Employees telling your story: The effects of employee testimonials and pictures in storytelling on several brand concepts

Hengeveld, M. (2016) Employees telling your story: The effects of employee testimonials and pictures in storytelling on several brand concepts.

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Abstract:Corporate storytelling can be used as a tool to influence how customers experience a brand (Lundqvist et al., 2003). Even though storytelling has a lot of advantages for marketing goals, there are also some challenges. The major issue is identifying the key elements of effective stories (Green, 2008). The aim of this study is to confirm that storytelling has a significant influence on brand concepts like brand experience and attitude, but also to find out whether two characteristics, employee testimonials and employee pictures, are effective on the same brand concepts. This study had a 2 (with or without employee testimonial) x 2 (with or without employee picture) between subjects design, with one control condition where there was given a plain informative text instead of a story. The research was conducted in cooperation with Dura Vermeer Bouw Hengelo (DVBH). A total of 157 participants filled out the online questionnaire. They were equally divided over the five conditions of this study. In contrast to what was expected, there was no significant effect for text type (story or information) neither for story characteristic (employee testimonial or picture). However, some results of the qualitative data showed that participants did like the employee testimonials, because these made the story more personal. The advice of this study is to further research the domain of storytelling and its characteristics, in order to establish guidelines for the most effective story content. But perhaps, stories are not effective at all.
Item Type:Essay (Master)
Clients:
Dura Vermeer Bouw Hengelo, Hengelo, The Netherlands
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/70679
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