The effect of storytelling on the brand preference process of consumers

The main purpose of brands to reach the consumer is to inform them about their products or services and to direct them to brand preference. Brands aiming for this; utilizing the communication power of storytelling, they use the storytelling's communication power to establish an emotional bond between the consumer and the brand, create an atmosphere of trust and loyalty, and create a positive behavioral response. Since the existence of humanity, consumers who have been involved in the story connect with brands that include creative stories and respond positively to their efforts to influence brand preferences. In this study, the importance of narrating a subject like a story, which is one of the most powerful communication tools ever discovered, is set out. The inspiration of the brand and the fact that it tells a story has attracted the attention of consumers who have expectations increasing day by day, revealing the importance of storytelling. The aim of this study is to investigate the effect of storytelling on the brand choice process of consumers. In this context, with four elements in the research model, the behavioral responses of attitudes towards brand preferences were examined. In the literature review conducted within the scope of the thesis; the conceptual framework of storytelling and brand, storytelling models and the channel in which it is used, the factors affecting the brand preference of consumers and the effect of storytelling on the brand choice process were investigated. Key Words: Story, Storytelling, Brand, Brand Preference, Consumer Behavior