Brand Storytelling and Brand Trust with Focusing on the Mediating role of Brand Authenticity

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Fani Majid; Ghamkhari Seyedeh Masoumeh; Torabi Mohammadamin

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Journal Paper

Paper Information

Journal: business managment perspective Year:2022 | Volume:21 | Issue:49 (83) Page(s): 169-201

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Information Journal Paper

Title

Brand Storytelling and Brand Trust with Focusing on the Mediating role of Brand Authenticity

Author(s)

Fani Majid | Ghamkhari Seyedeh Masoumeh | Torabi Mohammadamin | Issue Writer Certificate

Keywords

Brand Storytelling

Brand Trust

Brand Authenticity

Abstract

Objective: Instead of communicating through storytelling, story-based advertising impresses the audience cognitively and emotionally through the induction of meaning in their lives, and they are transported through the story to the all-encompassing world of concepts and abstraction. The purpose of this study is to investigate the effect of Brand Storytelling on Brand Trust with the mediating role of brand originality. Methodology: The method of this research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study was all customers of Digi-Kala online store in Tehran, the number of which is uncountable or unlimited. A statistical sample of 384 people was selected using Cochran's formula at 95% confidence level. The sampling method is also simple random. A standard questionnaire was used to collect information on the theoretical foundations and development of hypotheses, the library study method and to measure variables to analyze the hypotheses, a standard questionnaire was used. For construct validity, content validity test, convergent and divergent, and to measure reliability, Cronbach's alpha test, combined reliability and factor loads were used. The software used to analyze the data is also the third version of Smart PLS software. Findings: Findings showed that validity and reliability tests were finally confirmed. Also, the results showed that Brand Storytelling has a significant positive effect on Brand Trust (0. 176) and Brand Authenticity (0. 897). Also, brand originality has a significant positive effect on Brand Trust (0. 777) and finally Brand Storytelling has a significant effect on Brand Trust with the mediating role of Brand Authenticity (0. 697). Conclusion: It was found that the dimensions of Brand Storytelling, including anthropology, attractiveness and symbolism in social networks and awareness about them, increase Brand Trust among customers. Also, as long as the brand has a certain authenticity and background, the relationship between storytelling about the brand and trusting the brand will increase.

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APA: Copy

Fani, Majid, Ghamkhari, Seyedeh Masoumeh, & Torabi, Mohammadamin. (2022). Brand Storytelling and Brand Trust with Focusing on the Mediating role of Brand Authenticity. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 21(49 (83) ), 169-201. SID. https://sid.ir/paper/1039458/en

Vancouver: Copy

Fani Majid, Ghamkhari Seyedeh Masoumeh, Torabi Mohammadamin. Brand Storytelling and Brand Trust with Focusing on the Mediating role of Brand Authenticity. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2022;21(49 (83) ):169-201. Available from: https://sid.ir/paper/1039458/en

IEEE: Copy

Majid Fani, Seyedeh Masoumeh Ghamkhari, and Mohammadamin Torabi, “Brand Storytelling and Brand Trust with Focusing on the Mediating role of Brand Authenticity,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 21, no. 49 (83) , pp. 169–201, 2022, [Online]. Available: https://sid.ir/paper/1039458/en

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