A Good Story Always Wins : A Qualitative Study on Storytelling’s Affect of Emotional Connection and the Impact on Brand Equity

Though the decisive benefits that are generated through a good formulate story, theauthors of this thesis believe that storytelling should be consider as a competitivemarketing strategy for low involvement products. Although previous literature isgiving support for storytelling as a marketing strategy, this article aims to discoverhow storytelling can impact the whole consumer brand equity, but also the emotionalconnection a consumer feel towards the brand. This thesis has a qualitative approachto gain a more in depth knowledge. The research has discovered a higher emotionalconnection with the consumer when using storytelling. The consumer that wasexposed to the story had easier to describe the brand and relate to its values andbeliefs. The strategy has also shown a significant impact on brand associations andbrand awareness, in terms of more association and better knowledge of the brand.Validerat; 20150629 (global_studentproject_submitter