How Brand Storytelling Shapes Consumer Perceptions

Abstract

Brand storytelling has emerged as a powerful strategy to build emotional connections with consumers, influencing not only their perception but also trust, loyalty, and purchasing behaviour. In an age where digital saturation has minimized attention spans, stories enable brands to humanize their message and engage audiences beyond traditional marketing. This paper investigates how storytelling affects consumer attitudes, the psychological mechanisms behind it, and how different storytelling elements and formats contribute to brand loyalty and advocacy. Data collected through surveys and interviews affirms that authentic, emotional, and consistent storytelling significantly impacts how brands are perceived and remembered by consumers.