Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels

By Kyungin Ryu, Xinran Y. Lehto, S. Gordon, Xiaoxiao Fu. Tourism Management, 2019

147 citations recorded by the source corpus.

Abstract People are better suited to understand stories than arguments. This research examined the influence of a narrative transportation approach on luxury hotel consumers’ perceptions of brand image, using a variety of brand story structures. This study measured the effect of brand story structure on brand image and the mediating role of narrative transportation. Data was obtained via a 2 × 2 × 2 experiment, and a crafted brand story of a fictitious luxury hotel brand, with eight structurally varied versions. The results suggest that a well-structured brand story has the potential to enhance brand image, mediated by narrative transportation.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8cbdfb9ac22298b28c40aee430d920c750963895