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Storytelling in Advertising: From Narrative to Brand Distinctiveness

2021Book part Restricted access
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dc.contributor.authorSantos, Sara
dc.contributor.authorSanto, Pedro Espírito
dc.contributor.authorFerreira, Sónia
dc.date.accessioned2023-04-12T10:57:58Z
dc.date.available2023-04-12T10:57:58Z
dc.date.issued2021
dc.date.updated2023-03-16T18:20:32Z
dc.description.abstractHome Advances in Design and Digital Communication Conference paper Storytelling in Advertising: From Narrative to Brand Distinctiveness Sara Santos, Pedro Espírito Santo & Sónia Ferreira Conference paper First Online: 23 October 2020 1374 Accesses 3 Citations Part of the Springer Series in Design and Innovation book series (SSDI,volume 12) Abstract Over the years, consumer needs have changed, and today’s communication and marketing strategies are distinct. Nowadays, trends are different, and, in content production, brands are trying to attract consumers to their products through the means at their disposal. Advertising emerges as one medium that allows information to be transmitted through images, sounds and videos. Thus, in the production of video advertising content, using storytelling, the narrative structure plays a decisive role in the interpretation of the message and, in this context, the perceived joy contributes to the engagement of each consumer with storytelling in advertising. Consequently, consumers can perceive brands as unique and distinct from others, what is crucial in marking tactics. In this context, this cross-sectional study presents a research model that relates narrative structure, joy and narrative transportation with brand distinctiveness. This model was tested using the PLS-SEM methodology using a sample of 326 participants and showed that narrative structure and joy influence narrative transportation as well as brand distinctiveness. From this study, theoretical and practical contributions to strategic marketing are suggested.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSantos, S., Espírito Santo, P., Ferreira, S. (2021). Storytelling in Advertising: From Narrative to Brand Distinctiveness. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication . Digicom 2020. Springer Series in Design and Innovation , vol 12. Springer, Cham. https://doi.org/10.1007/978-3-030-61671-7_48pt_PT
dc.identifier.doi10.1007/978-3-030-61671-7_48pt_PT
dc.identifier.isbn9783030616700
dc.identifier.isbn9783030616717
dc.identifier.issn2661-8184
dc.identifier.issn2661-8192
dc.identifier.slugcv-prod-2127973
dc.identifier.urihttp://hdl.handle.net/10400.19/7713
dc.identifier.wosWOS:000758801000048
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer International Publishingpt_PT
dc.subjectStorytellingpt_PT
dc.subjectNarrativept_PT
dc.subjectBrand distinctivenesspt_PT
dc.titleStorytelling in Advertising: From Narrative to Brand Distinctivenesspt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage527pt_PT
oaire.citation.startPage516pt_PT
oaire.citation.titleAdvances in Design and Digital Communication . Digicom 2020. Springer Series in Design and Innovation , vol 12pt_PT
person.familyNameSantos
person.familyNameFerreira
person.givenNameSara
person.givenNameSónia
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsrestrictedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

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