THE ROLE OF NARRATIVE TRANSPORTATION AND STYLE OF PROCESSING IN LUXURY BRAND STORYTELLING

Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally. Design/methodology/approach Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments. Findings The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed. Practical implications The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives. Social implications Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives. Originality/value This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.

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The Core Role of Counterfeiting Resistance for Improving the Genuine Luxury Brand Purchase Intention

Creating Marketing Magic and Innovative Future Marketing Trends - Developments in Marketing Science: Proceedings of the Academy of Marketing Science ◽

10.1007/978-3-319-45596-9_144 ◽

2017 ◽

pp. 749-761

Author(s):

Siham Mourad ◽

Pierre Valette-Florence

Keyword(s):

Purchase Intention ◽

Luxury Brand ◽

The Core ◽

Core Role

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The Strategic Value of the Mono-Brand Store for European Luxury Fashion Brands

The Oxford Handbook of Luxury Business ◽

10.1093/oxfordhb/9780190932220.013.19 ◽

2021 ◽

Author(s):

Christopher M. Moore

Keyword(s):

Agency Theory ◽

Distribution Channel ◽

International Markets ◽

First Century ◽

Luxury Brand ◽

Sales Channel ◽

Sales Channels ◽

Strategic Value ◽

Insight Into

Mono-brand stores have traditionally served as the pre-eminent sales and distribution channel for luxury fashion goods. Although the emergence of digital sales channels platforms has certainly challenged the sales channel dominance of mono-brand stores, the consequential impact of digitalisation of luxury-brand selling has been to recast and intensify the strategic value of mono-brand stores, principally as a means of reinforcing, protecting, and communicating the luxury brand’s proposition across international markets. By drawing from and applying agency theory and institutional theory to an understanding of the role of the mono-brand store, we can gain insight into the evolution of the most traditional of luxury-brand distribution methods in the twenty-first century.

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