BỘ GIÁO DỤC VÀ ĐÀO TẠO ĐẠI HỌC KINH TẾ THÀNH PHÓ HÒ CHÍ MINH BÁO CÁO TÓNG KẾT ĐÈ TÀI NGHIÊN cứu KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG ‘’NHÀ NGHIÊN cứù TRẺ UEH” NĂM 2024 INVESTIGATING THE RELATIONSHIPS BETWEEN NARRATIVE TRANSPORTATION, CONSUMER BRAND EXPERIENCE, LOVE AND LOYALTY IN STORYTELLING ADVERTISING, A STUDY AMONG THE YOUNG GENERATION IN HO CHI MINH CITY, VIETNAM Thuộc nhóm chuyên ngành: Đu lịch, Marketing TP. Hồ Chí Minh, tháng 2/2024 I Investigating the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Storytelling Advertising, a Study Among the Young Generation in Ho Chi Minh City, Vietnam Abstract In the dynamic realm of advertising, the potency of storytelling as a tool for brand communication has become increasingly evident. They believe that positive branding results can be achieved once consumers are captivated by the narrative in the ads. This research explores the intricate interplay between narrative transportation, consumer brand experience, love, and loyalty within the context of storytelling advertising, with a specific focus on the young generation in Ho Chi Minh City, Vietnam.
The study will be conducted in Ho Chi Minh City, targets 385 young individuals who are actively engaged with brands and have been exposed to storytelling advertising. Employing a mixed-methods approach, including quantitative surveys and qualitative in-depth interviews, with Partial least squares Structural equation modeling (PLS-SEM), the investigation seeks to uncover nuanced insights into the preferences, perceptions, and behaviors of young consumers in response to storytelling advertising. The study delves into the extent to which narrative transportation influences consumer brand experience (Behavioral, Sensory, Intellectual, Affective aspects), the role of emotional engagement and love in shaping this experience, and the subsequent impact on brand loyalty. The results showed that Narrative Transportation has a potential impact on Brand Loyalty through the Consumer Brand Experience and the Brand Love as well.
Keywords: Storytelling Advertising, Narrative Transportation, Customer Brand Experience, Brand Love, Brand Loyalty II Tables of content Abstract. I Tables of content. II List of tables. V List of figures.VI List of abbreviations.VII CHAPTER 01: INTRODUCTION.1 Research background and statement of the problem.2 Scope of study.
3 CHAPTER 02: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT.2 Customer Brand Experience.1 Brand Behavioral Experience.2 Brand Sensory Experience.3 Brand Intellectual Experience.4 Brand Affective Experience.4 Attitudinal Brand Loyalty.5 Behavioral Brand Loyalty.6 Prior relevant studies.7 Research framework and Hypothesis development.1 The relationship between Narrative Transportation and Consumer Brand Experience.2 The relationship between different types of Brand Experience and Consumer Brand Love.1 Brand Behavioral Experience and Consumer Brand Love.2 Brand Sensory Experience and Consumer Brand Love.3 Brand Intellectual Experience and Consumer Brand Love.4 Brand Affective Experience and Consumer Brand Love.3 The relationship between Brand Love and Brand Loyalty. 27 CHAPTER 03: RESEARCH METHODOLOGY.1 The Partial Least Squares Structural Equation Modeling (PLS-SEM).1 Objectives of qualitative research.2 Methods of conducting qualitative research.1 Objectives of quantitative research.2 Methods of conducting quantitative research.4 Data analysis process.1 Descriptive statistics analysis.3 Assessing Cronbach's Alpha coefficient.4 Assessing Composite Reliability.5 Assessing Convergent Validity.6 Assessing Discriminant Validity.5 Assessing Structural Model.2 Relationship in structural model.3 Assessing Coefficient of determination (R2).4 Assessing Effect Size (f2).5 Assessing the relevance of Q2.7 Quantitative research results (preliminary).1 Assess the quality of preliminary observed variables.2 Assess the reliability and convergent validity of the preliminary scale. 45 CHAPTER 04: DATA ANALYSIS AND RESULTS.1 Descriptive statistics of the study sample.2 Assessment of measurement scales.1 Quality of observed variables.3 Assessment of structural model.3 Coefficient of Determination (R2).5 Out-of sample predictive power (Q2).4 Discussion of research. 58 CHAPTER 05: CONCLUSION AND IMPLICATIONS.4 Limitations and further research.
IN-DEPTH INTERVIEW QUESTION. QUESTIONNAIRE - VIETNAMESE VERSION. BOOTSTRAPPING RESULTS FOR HYPOTHESIS TESTING. 84 V List of tables Table 2.1 Relevant research on narrative transportation Table 3.1 Design research phases Table 3.2 In-depth interviewee characteristics Table 3.3 Measurement scales Table 3.4 Results of analyzing the preliminary scale’s outer loading coefficients fable 3.5 Reliability results of the preliminary scale Table 4.1 Sample characteristics Table 4.2 Outer Loadings Table 4.3 Construct Reliability and Validity Table 4.4 Heterotrait-monotrait ratio (HTMT) Table 4.5 Inner VIF Values fable 4.6 Path Coefficients - Mean, STDEV, T-Values, P-Values Table 4.9 Construct Cross Validated Redundancy VI List of figures Figure 2.1 The research framework and hypothesis Figure 3.1 Research process Figure 4.1 Research model Figure 4.2 The impact of factors Vil List of abbreviations ABL : Attitudinal Brand Loyalty AVE : Average variance extracted BAE : Brand Affective experience BBE : Brand Behavioral experience BBL : Behavioral Brand Loyalty BIE : Brand Intellectual experience BL : Brand love BSE : Brand Sensory experience CB-SEM : Covariance-based structural equation modeling CMB : Common method bias HTMT : Heterotrait-Monotrait Ratio Index PLS-SEM : Partial least squares Structural equation modeling NRT : Narrative transportation theory NT : Narrative Transportation VIF : Variance inflation factor 1 CHAPTER 01: INTRODUCTION 1.1 Research background and statement of the problem In recent years, Vietnam has witnessed a significant surge in digital advertising, with Ho Chi Minh City serving as a key hub for this burgeoning industry.
According to Statista, Vietnam’s digital advertising market is projected to reach an astounding US$1,201 billion by 2023, with Search Advertising alone accounting for a market volume of US$489. Amidst this backdrop, storytelling advertising has emerged as a potent tool for brand engagement, substantiated by the narrative transportation theory (NRT) which posits that individuals become psychologically absorbed in a story (Green & Brock, 2000). While the concept of narrative transportation has been enriched to include elements such as emotion, attention, and imagery (Hamby et al., 2016; Green, Chatham, & Sestir, 2012), empirical studies have validated its effectiveness in establishing strong emotional bonds with brands and influencing various dimensions of brand experience (Fog et al., 2011; Biesenbach, 2018b; Brakus et al. These dimensions have been shown to significantly impact both brand love and brand loyalty (Huang, 2017; Zhang et al.
Despite these advancements, there exists a significant gap in the literature concerning the young generation in Ho Chi Minh City. This demographic is particularly relevant given their increasing purchasing power and their pivotal role in shaping brand narratives in a rapidly evolving digital landscape. Yet, the specific impact of existing research has not sufficiently explored the long-term impact of storytelling advertising on brand love and loyalty among this demographic. To address these gaps, the present study aims to investigate the relationships between narrative transportation, consumer brand experience, love, and loyalty in storytelling advertising, with a specific focus on the young generation in Ho Chi Minh City.
Employing a multi-dimensional approach that merges narrative mobility and marketing impact variables, this study seeks to offer a nuanced understanding of the phenomenon of storytelling advertising in this specific cultural and demographic context. The findings are expected to contribute significantly to the existing body of 2 knowledge and provide actionable insights for marketers, scholars, and policymakers, thereby elucidating the mechanisms by which storytelling advertising can shape consumer perceptions, promote brand love, and foster both attitudinal and behavioral brand loyalty.2 Research objectives The primary goal of this research is to understand the intricate relationships between narrative transportation, consumer brand experience, love, and loyalty, and their collective impact on brand engagement among the young generation in Ho Chi Minh City, Vietnam. The study aims to explore how these key elements facilitate specific psychological outcomes, notably brand love and loyally, and how these psychological outcomes, in turn, affect consumers’ brand engagement across multiple dimensions, including sensory, behavioral, intellectual, and affective experiences. The study was conducted in Ho Chi Minh City, targets 385 young individuals who are actively engaged with brands and have been exposed to storytelling advertising.
The research will demonstrate the importance of storytelling advertising in shaping brand engagement in the digital landscape of Vietnam.3 Research question How do narrative transportation, consumer brand experience, love, and loyalty interconnect in the context of storytelling advertising among the young generation in Ho Chi Minh City, Vietnam, and what factors contribute to the effectiveness of narrative strategies in fostering brand love and loyalty? 1.1 Research subjects Research subjects: Brand storytelling's influence on customer experience and the relationship between Consumer Brand Experience and Brand Love and Loyalty. Participants: Young generations living, working, and studying in Ho Chi Minh City have awareness of Brand storytelling.2 Scope of study About space: This survey was conducted in Ho Chi Minh City, Vietnam. 3 About time: Data was collected over October 2023 (Is' to 25lh) at different times of day and on both weekdays and weekends. The studies and published results of the author's group were carried out from September 13th, 2023 to November 15th, 2023.5 Research method The study used Quantitative and Qualitative research methods to comprehend the effect of narrative transportation on consumer brand experience, love, and loyalty, as well as their accumulative influence on brand engagement among the young generation in Ho Chi Minh City, Vietnam.
The qualitative research was used as the first step. Individual interviews were conducted with a convenience sample of young people aged 18 to 25 residing in Ho Chi Minh City. Five respondents with preferred brands in various product categories were chosen from a range of incomes. Each of these five interviewees was contacted through email to arrange a one-time individual interview lasting 60 to 90 minutes.
Data collected from interviews is coded for similar and different answers, from which insights are drawn to adjust the scale accordingly. Quantitative research, which comprised the major survey and data analysis, was conducted after the first step. The survey is created with a Google Form and distributed over social media networks such as Facebook, Zalo, Instagram, and others. The dataset was analyzed using SmartPLS 3.9 after collection and included the following steps: assessment of measurement scales, test for common method bias (CMB), and evaluation of the structural model with hypothesis testing.
For the next phase, we used pre-existing measurement scales from previous studies and subsequently translated them into Vietnamese. Consequently, a questionnaire was formulated, followed by thorough discussions and modifications within our team to ensure its clarity before dissemination.6 Research structure Chapter 01 - Research background Chapter 02 - Literature review and hypothesis development Chapter 03 - Research method Chapter 04 - Data analysis and results Chapter 05 - Discussion and conclusion 4 CHAPTER 02: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 2.1 Narrative Transportation The narrative transportation theory (NRT) states that when people are completely psychologically absorbed, or known as “lost in the story,** they are said to have been transported into the narrative (Green & Brock, 2000). Since the beginning of time, people have probably been drawn to stories. Individual's desire for belief is piqued by folklore and myths (Kelley, 2016), and brands frequently spread myths (Holt and Thompson, 2004).
This concept, further substantiated by Teraiya et al. (2023) and Yang & Kang (2021), has been pivotal in exploring advertising contexts, particularly in understanding how narrative transportation influences consumer experiences and brand equity. “A story is the living proof of an idea, the conversion of idea into action**. The essence of narrative transportation, as detailed by Hamby et al.
(2016), lies in its ability to envelop consumers in a blend of emotion, attention, and imagery, which not only immerses them into a fictional world but also shapes their perceptions and behaviors upon re-entry into reality. In addition to increasing persuasion, narratives also improve attitudes toward the advertisement and other social communication components like positive word-of-mouth, sharing intention, and promotion intention (Coker et al. This is true even for digital engagement advertisements. Within the framework of brand storytelling, narrative transportation emerges as a crucial mechanism, guiding consumers through an engaging journey of brand narratives, and subsequently molding their perceptions and actions towards the brand.
Given the relevance of this study, brand narratives can also be considered as a k managed advertising effort* that can result in a more enjoyable brand experience and ensuing persuasion outcomes (Roswinanto & Strutton, 2014). As shown in the luxury hotel industry, a hotel brand can create a personal connection with its guests and gain credibility in their eyes by crafting a narrative that draws them in (Ryu et al.