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Brand Storytelling for Small Fashion Business: What to Tell to Build Brand Identity.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand Storytelling for Small Fashion Business: What to Tell to Build Brand Identity./
作者:	Kim, Gwia.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	186 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-05, Section: A.
Contained By:	Dissertations Abstracts International83-05A.
標題:	Storytelling. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28688470
ISBN:	9798544205111

Brand Storytelling for Small Fashion Business: What to Tell to Build Brand Identity.
Kim, Gwia.

Brand Storytelling for Small Fashion Business: What to Tell to Build Brand Identity. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 186 p.

Source: Dissertations Abstracts International, Volume: 83-05, Section: A.

Thesis (Ph.D.)--North Carolina State University, 2021.

This item must not be sold to any third party vendors.

Brand storytelling - a set of brand-related activities that build a story - enables companies to effectively communicate their products and brand identities to consumers (Hall, 2019). Small businesses, particularly, need to be distinguished from their competitors in the brand-building stage. However, it is hard for them to build brand identity due to limited resources, and one possible solution is storytelling. Nevertheless, earlier studies have yet to discover the effectiveness of different brand stories of small fashion businesses. Furthermore, little is known about various contexts that are provided along with storytelling. Hence, this study aims to investigate what stories small businesses can deliver to build brand trust and how, by applying relevant theories. Specifically, this study uses video storytelling, which has gained huge popularity recently for both consumers and companies.By integrating literature (Fog et al., 2010; Hall, 2019; Miller, 2017), this study broadly categorizes companies' stories into two types, based on a focus on product attributes or brand identities. An attribute-focused story differentiates a company by offering information related to product attributes, such as style, design, fitting, and fabric. In contrast, identity-focused stories holistically deliver a brand's unique identity, philosophy, and values to increase the brand distinctiveness and create brand meaning. A pilot study was conducted by exploring existing small fashion business storytelling and revealed three different commonly delivered identityfocused stories: founder, craftsmanship, and eco-friendly stories.The three identity-focused stories are compared to attribute-focused story, respectively, forming the conceptual framework of this study. Further, this study incorporates brand, product, or consumer moderators that might influence consumers' brand trust on the basis of its storytelling. Drawing from construal level theory (Trope & Liberman, 2003), Study 1 compared a founder's personal experience story and an attribute-focused story. Then, based on the underdog effect (Simon, 1954), this study observed the moderating effects of a brand's underdog/top-dog background and consumers' perceived financial hardship during the pandemic on the storytelling of the founder's personal experience in relation to brand trust. In Studies 2 and 3, based on signaling theory (Spence, 1974), stories that may induce a greater brand trust than an attribute-focused story by signaling unique brand identities were examined, such as a craftsmanship story (Study 2) and an eco-friendly story (Study 3). Furthermore, Study 2 investigated the moderating effects of brand level (i.e., high versus low) and consumer individualism/collectivism. Study 3 observed the moderating effect of product aesthetic judgments (i.e., high versus low).For this purpose, 424 usable responses were collected through Qualtrics, and each respondent was randomly assigned to one of ten experimental situations. Results presented that all three hypotheses proposed in Study 1 testing the founder's personal experience story against the attribute-focused story on brand trust were not supported (H1, H2, and H2a). In Study 2, the craftsmanship story did not lead to a higher brand trust than the attribute-focused story (H3), even in the different brand levels (H4). However, collectivistic consumers trusted the brand with the craftsmanship story more than individualistic consumers (H5).

ISBN: 9798544205111Subjects--Topical Terms:

535033
Storytelling.

Brand Storytelling for Small Fashion Business: What to Tell to Build Brand Identity.
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