Three Little... & Other Stories - A quantitative study of using specific endorser types in storytelling
Abstract: Many companies use Storytelling today. While its effectiveness has been established in several studies, little investigation has been made into how a story should be composed in order to be effective in terms of consumer response. The founder is a character that is often used in storytelling; however, other marketing theories argue the effectiveness of other endorsers such as a celebrity or a typical customer. Therefore, this thesis aims to study the effects on story and brand response of using different characters in storytelling.An experimental 2x3 design was used, where the treatment of the groups varied by three different characters, the celebrity, the founder and the typical customer, as well as by two levels of brand awareness, high and low. This resulted in six different stories that respondents were exposed to before answering questions regarding their interest and attitude towards the character, the story and the brand.The results showed that the effects on story response differed significantly between different characters, but the differences did not vary as a function of the level of brand awareness. Still, the relative effectiveness of characters differed between the two company cases, suggesting that the personal brand of characters is an important consideration.
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