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Research on the Impact of Brand Storytelling Strategy on Consumer Purchase Intention

Author(s)

Siyuan Chen

Affiliation(s)

One Direction Academy, Toronto, Canada, M3C 1V9

Abstract

This study explores the impact of brand storytelling strategy on consumer purchase intention, systematically analyzes the definition, classification and core elements of brand narrative, and deeply explores the role of emotional and cognitive factors in brand stories in consumer purchase decisions. The research results show that brand stories effectively enhance consumers' brand identity and purchase intention by arousing consumers' emotional resonance and enhancing their cognitive engagement. In addition, different types of brand stories show high adaptability and flexibility in different consumer groups, which provides brands with unique competitive advantages in the highly competitive market environment. Overall, brand storytelling strategy has become an important driving force for promoting consumer purchase decisions through the dual mechanisms of emotion and cognition, providing theoretical support and practical reference for brand building and market competition.

Keywords

Brand Story; Narrative Strategy; Consumer Purchase Intention; Emotional Resonance; Cognitive Influence

References

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