Journal Article

Narrative Processing: Building Consumer Connections to Brands

Edson Escalas, Jennifer

2004

Overview

This article proposes that narrative processing creates or enhances self-brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked to the self. We conceptualize this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self-concepts. The results of an experiment show that narrative processing in response to a narratively structured ad is positively related to SBCs, which in turn have a positive relation with brand attitudes and behavioral intentions.

• Publisher: Elsevier Inc,Lawrence Erlbaum Associates,Elsevier Science Publishing Company, Incorporated
• Subject: Advertisements / Advertising campaigns / Brand identification / Brands / Cognition & reasoning / Consumer advertising / Consumer attitudes / Consumer psychology / Consumer research / Consumers / Narrative modes / Narratives / Self concept / Self image / Storyboards / Studies / Sumer