Brand Stories on Companies’ Websites: A Story of Narrative Transportation

Les histoires des marques sur leur site Internet: une histoire de transport narratif

Pauline de Pechpeyrou (), Patrick Nicholson and Sébastien Emeriau
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Pauline de Pechpeyrou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Patrick Nicholson: LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille
Sébastien Emeriau: Havas Media Group

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Abstract: Most companies' websites offer a specific section entitled 'Our story'. In the new context of digital communication, the content they broadcast not only intends to generate a positive attitude towards the brand but it is also designed to be shared by its readers, especially over social networks. One prerequisite of such a content journey is that these stories should arouse readers' interest. This article builds on the concept of narrative transportation to explain readers' interest in the reading of a brand story. Findings show that two aspects of narrative transportation have a major influence on the interest generated by brands' stories. These aspects thus appear to be priority areas brands should focus on when communicating the history of their brands through stories.

Keywords: histoire des marques; transport narratif; engagement émotionnel; compréhension narrative (search for similar items in EconPapers)
Date: 2019-09
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Published in Décisions Marketing, 2019, 95, pp.57-76

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02290973

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