Investigating the relationships between narrative transportation, consumer brand experience, love and loyalty in storytelling advertising, a study among the young generation in Ho Chi Minh City, Vietnam

Abstract

In the dynamic realm of advertising, the potency of storytelling as a tool for brand communication has become increasingly evident. They believe that positive branding results can be achieved once consumers are captivated by the narrative in the ads. This research explores the intricate interplay between narrative transportation, consumer brand experience, love, and loyalty within the context of storytelling advertising, with a specific focus on the young generation in Ho Chi Minh City, Vietnam. The study will be conducted in Ho Chi Minh City, targets 385 young individuals who are actively engaged with brands and have been exposed to storytelling advertising. Employing a mixed-methods approach, including quantitative surveys and qualitative in-depth interviews, with Partial least squares Structural equation modeling (PLS-SEM), the investigation seeks to uncover nuanced insights into the preferences, perceptions, and behaviors of young consumers in response to storytelling advertising. The study delves into the extent to which narrative transportation influences consumer brand experience (Behavioral, Sensory, Intellectual, Affective aspects), the role of emotional engagement and love in shaping this experience, and the subsequent impact on brand loyalty. The results showed that Narrative Transportation has a potential impact on Brand Loyalty through the Consumer Brand Experience and the Brand Love as well.