Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. (April 2019)

• Record Type: Journal Article
• Authors: Ryu, Kyungin; Lehto, Xinran Y.; Gordon, Susan E.; Fu, Xiaoxiao
• Is Part Of: Tourism management. Volume 71(2019)
• Page Start: 348
• Page End: 363
• Publication Date: 2019-04
• Subjects: Brand story -- Story structure -- Perceived brand image -- Narrative transportation -- Narrative immersion -- Luxury hotel; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2018.10.021
• Languages: English
• ISSNs: 0261-5177

Abstract

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. Highlights: A brand story with a clear plot, high historical connections, and a first-person narrator improves perceived brand image. A well-structured brand story increases consumers' ability to be transported into the story of a luxury hotel. Narrative transportation can positively influence perceived brand image of a luxury hotel. Narrative transportation mediates the relationship between brand story structure and perceived brand image. Brand story structure needs to be strategically considered to improve narrative transportation and perceived brand image.