Storytelling’s creation of consumer-brand relationship experiences for Thai perfumeries

The impact of storytelling (narrative structure) on the relationships between customers and brands will be investigated in this research investigation, particularly focusing on its influence on cognitive, emotional, and behavioural factors. Employing a quantitative research approach that includes exploratory factor analysis and regression analysis with 419 questionnaire respondents from twelve different nationalities—Thai, Vietnamese, Japanese, Taiwanese, Singaporean, Malaysian, French, German, New Zealander, Swiss, British, and Norwegian—this research incorporates both individualistic and collectivist cultural perspectives. It examines the connections between narrative structure, consumer-brand identification, emotional engagement, and purchase intentions. Survey findings demonstrate that the narrative development significantly increases consumer emotional involvement and recognition of a brand. Importantly, narrative structure influences emotional involvement (the emotional aspect) more significantly than it does consumer-brand identification, with emotional involvement playing a more essential component in shaping purchase intentions.Likewise, the research project explores the implications of cultural factors, particularly individualism and collectivism, which are related to twelve nationalities, and influence outcomes. Findings show that individualism has a detrimental moderating influence on the connection between consumer-brand identification and purchase intention, implying that consumer identification is more potent in collectivist societies.Furthermore, the study provides valuable insights for Thai brand managers, particularly for Thai perfumeries like Panpuri and SMEs (small to medium-sized businesses) in the fragrance industry, which are constrained by budgetary limitations and are pursuing content strategies to enhance brand visibility on social media and foster purchase intent in both domestic and international markets. By harnessing the effectiveness of storytelling, brands can cultivate stronger connections with consumers, improve brand experiences starting from thinking, feeling, and doing in terms of integrated marketing communication, and increase the likelihood of purchases.