Storytelling brand: an experience that creates a path for brand loyalty?

Lopera Gonzalez, Lady Yohana

Publicación:
Storytelling brand: an experience that creates a path for brand loyalty?

dc.contributor.author	Lopera Gonzalez, Lady Yohana
dc.date.accessioned	2022-11-03T18:34:46Z
dc.date.available	2022-11-03T18:34:46Z
dc.date.issued	2013
dc.description	61 páginas	spa
dc.description.abstract	ABSTRACT: Storytelling brands are able to build meaningful consumer-brand relationships, due to their capacity to evoke emotions, create attachments and accomplish remembrance through symbolic contexts and powerful metaphors. The present study aims to evaluate if these relationships can constitute a path for brand loyalty. To evaluate this possibility, qualitative research was undertaken with 15 participants. They were asked to have an online brand experience with Ben & Jerry´s, a company that uses stories to transmit its values and corporate strategy. Later, they were interviewed to share their impressions, reactions, feelings, connections and memories that the interaction with the corporate website was capable to induce. Specifically, the intellectual and emotional dimensions of the brand experience were evaluated to determine if participants´ effects built bases for emotional and cognitive loyalty. The findings showed that effectively most of the participants were creating a path for brand loyalty through a storytelling brand experience. This empirical evidence supports the efficacy of storytelling as a communication tool. Furthermore, it makes marketers and managers think whether brand loyalty is more than repurchasing. Instead, it is becoming a relationship between consumers and brands, mediated by experiences	eng
dc.description.degreelevel	Maestría	spa
dc.description.degreename	Otro	spa
dc.format.mimetype	application/pdf	spa
dc.identifier.uri	https://repository.eia.edu.co/handle/11190/5667
dc.language.iso	eng	spa
dc.publisher	Universidad EIA	spa
dc.publisher.faculty	Escuela de Ciencias Económicas y Administrativas	spa
dc.publisher.place	Envigado (Antioquia, Colombia)	spa
dc.publisher.program	Otro	spa
dc.rights	Derechos Reservados - Universidad EIA, 2013	spa
dc.rights.accessrights	info:eu-repo/semantics/openAccess	spa
dc.rights.coar	http://purl.org/coar/access_right/c_abf2	spa
dc.rights.creativecommons	Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)	spa
dc.rights.uri	https://creativecommons.org/licenses/by-nc-nd/4.0/	spa
dc.title	Storytelling brand: an experience that creates a path for brand loyalty?	eng
dc.type	Trabajo de grado - Maestría	spa
dc.type.coarversion	http://purl.org/coar/version/c_970fb48d4fbd8a85	spa
dc.type.content	Text	spa
dc.type.driver	info:eu-repo/semantics/masterThesis	spa
dc.type.redcol	https://purl.org/redcol/resource_type/TM	spa
dc.type.version	info:eu-repo/semantics/publishedVersion	spa
dspace.entity.type	Publication