Title: ...and they lived luxury ever after: storytelling as a driver for luxury brand perception and consumer behaviour
Authors: Jan C.L. König; Janina Haase; Nadine Hennigs; Klaus-Peter Wiedmann
Addresses: Business and Media School, Fresenius University of Hamburg, Alte Rabenstr. 1, 20148 Hamburg, Germany ' Institute of Marketing and Management, Leibniz University of Hannover, Königsworther Platz 1, D-30167 Hannover, Germany ' c/o Institute of Marketing and Management, Leibniz University of Hannover, Königsworther Platz 1, D-30167 Hannover, Germany ' Institute of Marketing and Management, Leibniz University of Hannover, Königsworther Platz 1, D-30167 Hannover, Germany
Abstract: Storytelling has become increasingly of interest for marketing and management in the last years and promises both aesthetic design and effecting consumers' perception of luxury brands positively. Nevertheless, the complexity of story design, still being rather focused by the humanities, and its effective adaption for luxury brands regarding value perception and related behavioural consequences are still poorly understood and have not been explored so far. The particular value of our study is to present and empirically verify design elements of storytelling with respect to theoretical narrative approaches, which may have specific impact on certain luxury values and their causal effects on luxury brand consumption. Our results reflect remarkable implications for luxury brand management as well as future research in luxury marketing and storytelling. A luxury company may indeed stimulate purchase behaviour with a storytelling campaign. However, our study proved that a rather appropriate design, respecting research approaches of narratology, is able to increase the impact on consumers' perception and behavioural outcome.
Keywords: storytelling; luxury brand management; customer perceived value; luxury consumption.
Luxury Research Journal, 2018 Vol.1 No.4, pp.283 - 302
Received: 18 Jun 2016
Accepted: 14 Apr 2017
Published online: 26 Mar 2018 *