TY - GEN
T1 - Key Pillars in Storytelling to Generate Emotional Branding
AU - Mera-Reategui, Adriana
AU - Gallardo-Echenique, Eliana
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
PY - 2024
Y1 - 2024
N2 - Emotions are important when it comes to creating strong and lasting bonds between the target and the brands; therefore, storytelling and emotional branding need to be part of marketing strategies. This study aims to identify which emotions and which pillars are key in the storytelling of the spot “Amarás, única como tu pelo y tu Perú” (Amaras, unique as your hair and your Peru) to generate emotional branding. This research is located within the phenomenological paradigm with a qualitative methodology. The sampling technique was for convenience. Twenty-one female psychology students from Federico Villarreal Public University (UNFV), with ages ranging from 22 to 26. The emotions conveyed by the participants were joy, pride in being Peruvian, curiosity, strength, surprise, motivation, nostalgia, sensitivity and calmness. In terms of emotional branding, three key pillars that helped to attain an emotional connection with the students were identified. Three key pillars were identified for the students to achieve closeness with the brand: customer experience, brand authentic self, and warm glow. As a conclusion, the brand's storytelling evokes positive emotions in the students and identifies them as Peruvian.
AB - Emotions are important when it comes to creating strong and lasting bonds between the target and the brands; therefore, storytelling and emotional branding need to be part of marketing strategies. This study aims to identify which emotions and which pillars are key in the storytelling of the spot “Amarás, única como tu pelo y tu Perú” (Amaras, unique as your hair and your Peru) to generate emotional branding. This research is located within the phenomenological paradigm with a qualitative methodology. The sampling technique was for convenience. Twenty-one female psychology students from Federico Villarreal Public University (UNFV), with ages ranging from 22 to 26. The emotions conveyed by the participants were joy, pride in being Peruvian, curiosity, strength, surprise, motivation, nostalgia, sensitivity and calmness. In terms of emotional branding, three key pillars that helped to attain an emotional connection with the students were identified. Three key pillars were identified for the students to achieve closeness with the brand: customer experience, brand authentic self, and warm glow. As a conclusion, the brand's storytelling evokes positive emotions in the students and identifies them as Peruvian.
KW - Advertising
KW - Brand image
KW - Emotional development
KW - Storytelling
UR - https://www.scopus.com/pages/publications/85196833669
U2 - 10.1007/978-981-97-1552-7_20
DO - 10.1007/978-981-97-1552-7_20
M3 - Contribución a la conferencia
AN - SCOPUS:85196833669
SN - 9789819715510
T3 - Smart Innovation, Systems and Technologies
SP - 303
EP - 314
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2023
A2 - Reis, José Luís
A2 - Santos, José Paulo Marques dos
A2 - Zelený, Jiří
A2 - Gavurová, Beáta
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Marketing and Technologies, ICMarkTech 2023
Y2 - 30 November 2023 through 2 December 2023
ER -