The influence of a Turkish local cosmetic storytelling brand on consumer brand experience

In the realm of memory retention, narratives tend to hold greater appeal and are perceived as more captivating and memorable compared to straightforward facts. However, there is a lack of substantial empirical evidence concerning the impact of company-developed stories on customers' brand experiences. This research paper aims to fill that gap by examining how a story crafted by a company influences consumers' perception of a brand. The study involves two distinct groups: one exposed to storytelling and another not exposed to storytelling. Using qualitative method, ın-depth interviews were conducted with participants from each group, focusing on a local Turkish cosmetic brand that was established in 2019, with the product under investigation launched in 2020. The comparison between these two groups revealed significant differences. Customers who heard the brand's story expressed considerably more favorable opinions and displayed a greater willingness to pay a premium for the product. This study contributes to the field of brand management by showcasing the impact of storytelling on consumer experiences. The findings hold crucial managerial implications, illustrating how brand narratives can be effectively utilized to create and reinforce positive brand associations. However, further research is necessary to fully comprehend the mechanisms through which stories influence consumer responses to brands, as indicated by a review of previous research and the study's results. Keywords: Storytelling, Brand Experience, Brand Associations, Brand Value, Qualitative Method