The impact of brand story marketing on consumer brand loyalty

Abstract

With the intensification of market competition, enterprises tell history and culture through brand story marketing, meet the emotional needs of consumers, and effectively enhance brand loyalty and competitiveness. This paper focuses on the impact of brand story marketing on consumer brand loyalty. Through empirical analysis, this paper explores how the three independent variables of narrative appeal, authenticity and cultural fit of brand stories influence consumer loyalty with the help of the two intermediary variables of emotional resonance and social identity. At the same time, the effect of consumers' emotional factors on the regulating variables in this process is investigated. The method of collecting data in this article is questionnaire survey, and the method of hypothesis testing is to use equation models. The results show that each dimension of brand story has a significant positive impact on the sincerity of consumers to the brand, which is partly realized through mediating variables, and consumer empathy has a positive moderating effect. The research of brand story is beneficial to promote the relationship between consumers and enterprises and provides theoretical and practical basis for the formulation of enterprise brand story marketing strategy.