Journal
TOURISM MANAGEMENT
Volume 71, Issue -, Pages 348-363Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2018.10.021
Keywords
Brand story; Story structure; Perceived brand image; Narrative transportation; Narrative immersion; Luxury hotel
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People are better suited to understand stoties 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 x 2 x 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.
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