Volume 17 / Issue 2 / Pages 1-15 - Papers in the same Issue
The impact of nostalgic corporate storytelling on brand heritage: A multiple mediation model
Riskos, K., Dekoulou. P., Hatzithomas, L., & Kotzaivazoglou, I.
Given that previous studies have supported the idea that brand storytelling has a significant impact on consumer behaviour, brand stories are increasingly becoming a part of companies' marketing communications tools. The present study investigates the effect of nostalgic corporate storytelling on consumer responses to the brand. Its originality lies in the fact that it is the first attempt to explore nostalgic storytelling, and its effect on consumer responses. A survey was conducted with a sample of 233 respondents; the telling of a story for a fictitious brand was used. The main findings reveal that attitude toward this particular storytelling mediates the relationship between fantasies about past eras and brand attitude, brand attitude mediates the relationship between attitude toward storytelling and brand heritage, the relationship between fantasies about past eras and brand heritage is mediated by brand attitude, whereas the association between fantasies about past eras and brand heritage is sequentially mediated by attitude toward the storytelling and attitude toward the brand.
Keywords: storytelling, fantasies about past eras, consumers' attitudes, brand heritage
Type: Research Paper // Submitted: 2022-05-10 // Published: 2022-06-14
Download Citation: BibTex // PDF Downloads: 868 // PDF Filesize: 380Kb
Open Access: © The Authors - Published under a Creative Commons Attribution 4.0 International Licence
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