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Brands and Stories in Ads: The Relationship Between Storytelling and Brand Distinctiveness

Brands and Stories in Ads: The Relationship Between Storytelling and Brand Distinctiveness
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Author(s): Sara Santos (University of Aveiro, Portugal) and Pedro Espírito Santo (Polytechnic Institute of Coimbra, Portugal)
Copyright: 2021
Pages: 22
Source title: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
Source Author(s)/Editor(s): Lorena Clara Mihăeş (University of Bucharest, Romania), Raluca Andreescu (University of Bucharest, Romania) and Anda Dimitriu (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-6605-3.ch007

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Abstract

Storytelling in advertising allows consumers to recall the narrative, characters, and brands related to the story. This consolidates the consumer's idea of a brand as unique and distinct from others and can also be the basis for brand distinctiveness. As such, the present chapter will firstly take into consideration the existing theoretical framework related to the use of storytelling in the creation of narrative ads, and then it will present the creation, unfolding and results of an investigation involving 326 individuals. The data collected from this study demonstrates that the structure of the narrative of a storytelling ad positively influences the distinctiveness of the brand. Moreover, this study shows the mediating role between narrative structure and the perception of brand distinctiveness. This chapter enhances knowledge on advertising, narrative, and brand distinctiveness and supports new researches in this field.

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