(The Effects and the Results of the Brand Story on Narrative Engagements: Research on İş Bank Customers)

Abstract

Purpose – The aim of the study is to investigate the influence of storytelling in TV ads on the a priori and the results of customers’ narrative engagement, by taking the needs of businesses and current literature’s research prospects/recommendations into consideration. Design/methodology/approach – In this study, to inspect the opinions and experiences of Is Bank customers, data were collected from 357 Is Bank customers via survey method and were analyzed with the SPSS 23 software. Findings – The findings of the study identified each brand story elements (authenticity, conciseness, reversal, and humor) positively influences customer’s narrative engagement, and the most effective element is claimed as “humor”. Secondly, the narrative engagement has a positive effect on brand attitude and purchase intention. Lastly, it is identified that the brand attitude positively affects the purchase intention. Discussion – There are not many studies in the literature analyzing the brand attitude and purchase intention regarding transportation theory perspective. In this context, the study aims to contribute to future studies on brand attitude and purchase intention. In addition, this study aims to cast a light on the future studies about what the elements of the brand story are and which one(s) can be used in marketing communication to provide a positive effect in terms of brand communication. The research model of this study can be diversified by adapting to other sectors than banking and other types of advertising than television advertising.