Academic Journal
Effective video storytelling for small fashion businesses: the mediating role of brand trust.
| العنوان: | Effective video storytelling for small fashion businesses: the mediating role of brand trust. |
|---|---|
| المؤلفون: | Kim, Gwia1 (AUTHOR) gkim@spu.edu, Jin, Byoungho Ellie2 (AUTHOR) bejin@ncsu.edu, Jo, Heekyeong2 (AUTHOR) hjo2@ncsu.edu |
| المصدر: | Journal of Fashion Marketing & Management. 2025, Vol. 29 Issue 2, p327-352. 26p. |
| مصطلحات موضوعية: | *BRAND loyalty, *CONSUMER behavior, *CRITICAL success factor, GREEN products, AESTHETIC judgment |
| مستخلص: | Purpose: We aim to investigate the impact of different story types on small fashion business brand trust and purchase intention, guided by signaling theory. We investigate two potential moderators – product aesthetic judgment (i.e. consumers' responses to the aesthetic aspects of a product) and underdog positioning (i.e. brand's positioning as a loser that is not a leader in the marketplace and has only a small market share but puts efforts into creating valuable products) – that may influence consumers' responses to a story. Design/methodology/approach: We developed video stimuli that tell business stories to empirically compare two story types bringing brand trust: identity-focused and product-focused stories. We conducted two experimental studies and tested six hypotheses with 302 datasets. Study 1 compared eco-friendly storytelling with product-focused storytelling, considering perceived product aesthetic judgment as the moderator. Study 2 repeated the experiment with a founder story and a product-focused story, considering the perceived underdog as the moderator. Findings: The findings suggest that the influence of eco-friendly storytelling, compared to product-focused storytelling, on higher purchase intention is fully mediated by brand trust. Consumers' perceived product aesthetic judgments toward an eco-friendly product can positively moderate the storytelling effect and brand trust. However, founder storytelling did not bring higher brand trust and, consequently, had no significant impact on purchase intention. Similarly, the perceived underdog did not moderate this relationship. Originality/value: The study is novel as it is one of the first to compare story types based on story contents, whereas previous studies have focused on story delivery. Especially, we explored which story types and contents effectively build brand trust for small businesses, a critical factor for their success. Based on the extant literature, we categorized story types into identity-focused stories and product-focused stories based on contents. We hypothesized and concluded that an identity-focused story can be more effective in eliciting consumer responses. Furthermore, we confirm the critical role of brand trust as a mediator in bringing about purchase intention through eco-friendly storytelling. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Fashion Marketing & Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
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