Investigating the Effect of Narrative Storytelling on Destination Brand Loyalty
(A2024-118187)

AUTHORS

ALI CAN, UNIVERSITY OF PORTSMOUTH; Yuksel Ekinci, University of Portsmouth; Setenay Dilek-Fidler, University of Westminster

ABSTRACT

The research investigates the impact of realistic narratives on destination brand loyalty, through self-congruence and brand attachment as mediating factors. Two studies were conducted, one focusing on adventure-themed narratives in Facebook ads and another on romantic-themed narratives in Instagram ads. The first study highlights the superiority of realistic narratives with adventure themes over fantasy ones (n=305), establishing a positive influence on destination brand loyalty. The findings suggest that realistic narratives impact loyalty directly and indirectly through self-congruity, playing a sequential role through self-congruity and brand attachment. The second study (n=204) extends these findings to a different destination and explores Instagram ads with a romantic theme. The research also identifies that individuals with a high fantasy proneness may have a less robust connection with realistic narratives compared to fantasy-based ones. This implies a strategic shift towards utilizing realistic narratives to stimulate self-congruence and cultivate brand attachment, ultimately strengthening the bonds between consumers and destination brands.