Investigating the impact of brand storytelling on customer experience

Subject Areas : مدیریت

Farzad kheiriasl ^{1 *} , mehdi zakipour ²

1 - میدان فتح، خیابان فتح، فتح هفدهم
2 - Qazvin Islamic Azad University - Faculty of Management and Accounting

Received: 2023-12-30 Accepted : 2024-12-03 Published : 2025-05-22

Keywords: &quot, Brand storytelling&quot, , &quot, customer experience&quot, , &quot, focus group&quot, , &quot, consumer behavior&quot, ,

Abstract :

Stories always fascinate people and are remembered more easily than facts. Brand stories have the potential to influence the customer's brand experience. The purpose of this research is to investigate the effect of brand storytelling on customer experience. In terms of classification, this research is an applied research and it is descriptive and survey. The research population consists of 30 people from the target community who were selected non-randomly and randomly placed in two groups of 15 people, and were investigated by the focus group method. The results show that brand storytelling has a positive effect on customers' experience, and customers consider the brands that they have met through brand stories to be friendly and warm, and consider their visual identity meaningful and lovable. they do Also, these people offer a higher price for the products of these brands and show a greater demand to buy their products. This study shows that the brand story can create a positive connection with a brand and strengthen the customer's experience of the brand. Also, these people interpret the brand's behavior as real, authentic and benevolent, and offer a higher price for the brand's products.