Show simple item record

dc.contributor.authorLopera Gonzalez, Lady Yohana
dc.date.accessioned2021-04-28T21:16:30Z
dc.date.available2021-04-28T21:16:30Z
dc.date.issued2013
dc.identifier.urihttps://repository.eia.edu.co/handle/11190/2926
dc.description61 páginaseng
dc.description.abstractABSTRACT: 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.format.mimetypeapplication/pdfspa
dc.language.isospaspa
dc.publisherUniversidad EIAspa
dc.rightsDerechos Reservados - Universidad EIA, 2013eng
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/spa
dc.titleStorytelling brand: An experience that creates a path for brand loyalty?eng
dc.typeTrabajo de grado - Maestríaspa
dc.publisher.programOtrospa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)spa
dc.subject.proposalConsumer-brand relationshipseng
dc.subject.proposalBrand loyaltyeng
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.versioninfo:eu-repo/semantics/publishedVersionspa
dc.description.degreelevelMaestríaspa
dc.description.degreenameOtrospa
dc.identifier.bibliographiccitationLopera Gonzalez, L. Y. (2013). Storytelling brand: An experience that creates a path for brand loyalty? [tesis de posgrado, Universidad EIA] https://repository.eia.edu.co/handle/11190/2926
dc.publisher.facultyEscuela de Ciencias Económicas y Administrativasspa
dc.publisher.placeEnvigado (Antioquia, Colombia)spa
dc.type.contentTextspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TMspa
dc.type.coarversionhttp://purl.org/coar/version/c_970fb48d4fbd8a85spa
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2spa


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record

Derechos Reservados - Universidad EIA, 2013
Except where otherwise noted, this item's license is described as Derechos Reservados - Universidad EIA, 2013