The Role of Brand Story Structure on the Brand Image of Water Parks in Mashhad

Purpose: This research aimed to examine the influence of brand story structure on the brand image of water parks in Mashhad.Methodology: The present research employed an experimental methodology conducted in a field setting. The study used a 2x2x2 between-groups design, with plot type (clear/unclear), historical relevance (strong/weak), and narrator type (first/third person) as independent variables. The statistical population comprised customers of water parks in Mashhad. A convenience sampling method was used to select participants, and respondents were randomly assigned to groups. The sample size was calculated using G*Power, yielding a total of 200 individuals. Participants were divided into eight groups of 25, each assigned a distinct brand story. These stories were developed in accordance with the research model posited by Kent (2015). To evaluate the brand image of the water parks, Ryu’s (2019) questionnaire was employed, and the data were analysed using an univariate ANOVA test.Findings: The findings indicate that the plot type, historical relevance, and narrative type of the brand story significantly influence the perceived brand image of the water parks in Mashhad. Specifically, respondents observed that brands with a straightforward plot, strong historical relevance, and a first-person narrative received higher scores for perceived brand image.Originality: This research is one of the few empirical studies in sports management to implement an intervention by presenting brand stories to respondents. Furthermore, this study is the first of its kind in Iran to investigate the influence of brand story on the brand image of water parks. The findings of this research may provide valuable insights for managers of water parks, enabling them to enhance their brand image among customers through effectively structured brand storytelling.