The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of PX mart

Joshua Chang ()
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Joshua Chang: Chienkuo Technology University

Future Business Journal, 2025, vol. 11, issue 1, 1-14

Abstract: Abstract This paper examines an understudied aspect of narrative-based marketing by analyzing the mediating role of brand image in the relationship between storytelling marketing and purchase intention, using PX Mart as a case study. Although prior research highlights the significance of storytelling in fostering consumer engagement, relatively few investigations have systematically addressed how the specific dimensions of storytelling—credibility, resonance, and extensibility—shape brand image and, subsequently, purchase intention. This study fills that gap by offering a novel perspective on how narrative-based strategies can enhance brand value and drive consumer behavior. A quantitative research design was adopted, involving the administration of a structured questionnaire to PX Mart customers. A quantitative research design was adopted, involving the administration of a structured questionnaire to PX Mart customers. To validate the current relevance of the findings, a supplementary qualitative survey was also conducted. Three dimensions of storytelling marketing were evaluated to determine their respective impacts on brand image and purchase intention. Guided by Baron and Kenny’s (1986) mediation model, multiple regression and mediation analyses were performed to explore how storytelling indirectly influences purchase intention through brand image. Results indicate that storytelling marketing significantly increases purchase intention, with brand image serving as a partial mediator. Among the three dimensions, credibility exerts the most pronounced direct effect on both brand image and purchase intention, while resonance and extensibility also yield positive, though comparatively smaller, effects. These findings underscore the importance of brand image as a mediator that links storytelling marketing to consumer purchase behavior, thereby making a novel theoretical contribution to branding research. From a practical standpoint, these insights provide marketers with concrete strategies for enhancing brand loyalty and consumer purchasing through storytelling. By focusing on credibility, resonance, and extensibility in their brand narratives, businesses can more effectively reinforce brand image and influence buying decisions—an approach particularly relevant for retail and consumer goods sectors seeking to forge deeper emotional connections with their audiences.

Keywords: Storytelling marketing; Brand image; Purchase intention; Consumer behavior (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1186/s43093-025-00447-4

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