The role of storytelling in the creation of brand love: the PANDORA case

Patrícia Dias () and Rita Cavalheiro
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Patrícia Dias: CECC – Universidade Católica Portuguesa
Rita Cavalheiro: FCH – Universidade Católica Portuguesa

Journal of Brand Management, 2022, vol. 29, issue 1, No 4, 58-71

Abstract: Abstract The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we address the jewelry brand PANDORA as a case study. In our empirical research, we intend to understand the role of storytelling in the creation of brand love when it is used as a brand communication technique. In addition, we chose the brand PANDORA because its products are also associated with stories; thus, we also intend to investigate whether this use of storytelling contributes to the creation of brand love. The results demonstrate a positive impact of storytelling in the love felt by the consumers regarding the brand PANDORA. In addition, we conclude that the stories consumers associate with their own PANDORA jewelry make them like the jewelry and the brand itself even more, which shows that product narrative is an important concept to add value to the product and the brand.

Keywords: Storytelling; Brand love; Love brands; Product narrative; Marketing (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1057/s41262-021-00254-6

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