International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
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Meaningful storytelling as a brand engagement approach : A Conceptual Framework

Volume 26, Issue 4, July 2019, Pages 1346–1357

 Meaningful storytelling as a brand engagement approach : A Conceptual Framework

Rania Farouk Abdel Azim Nakhil1

1 Advertising Department, Helwan University, Faculty of Applied Arts, Cairo, Egypt

Original language: English

Received 15 January 2019

Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


People driven by their expanded interconnectivity. Recent research confirmed the importance of brand engagement to build a positive brand image, to share brand values and to deliver its own messages, that drive loyalty. Brands nowadays know how to build a strong relationship through meaningful stories to be able to attract and engage. Brand engagement affects indirectly profitability, revenues and market share. They need to level up this relationship from just emotional link to involvement. The consumer needs to be a partner, to interact to be seen and heard. Brand storytelling is about sharing qualities and beliefs with the audience to be connected in a mental and emotional level. The objective is to involve him in the brand story rather than highlighting new products or services. Stories should be able to affect and to be memorable enough to stick in people’s minds and touch their hearts. The consumer needs to feel how important the brand to him and how he could benefit from his commitment to the brand. The humanitarian aspects are the core power of stories, because of its strong connection to the real life. It also shapes cultures over time and defines history. In business, brands share their own stories to maintain a long-lasting relationship with the consumer, because they need them to deeply understand, believe and engage with their brands. This research aims to highlight the effect of storytelling on consumer’s attachment towards the brands and to develop a conceptual framework for meaningful storytelling to enhance brand engagement.

Author Keywords: Meaningful, Storytelling, Engagement, branding, conceptual framework.

How to Cite this Article

Rania Farouk Abdel Azim Nakhil, “Meaningful storytelling as a brand engagement approach : A Conceptual Framework,” International Journal of Innovation and Applied Studies, vol. 26, no. 4, pp. 1346–1357, July 2019.