Brand storytelling that creates emotional connection and enduring loyalty

This study aims to reconceptualize brand storytelling as a relational embedding mechanism by advancing the Narrative-Embedded Brand Attachment (NEBA) framework and empirically examining the pathway linking storytelling, emotional connection, trust, and loyalty. A quantitative design utilizing partial least squares structural equation modeling (PLS-SEM) was utilized on data from consumers engaging with fashion brands online. The findings indicate that storytelling has a substantially positive impact on emotional connection to the brand, and subsequently trust and loyalty. These findings support the proposed NEBA perspective, illustrating that emotionally relevant brand stories work as psychological scripts for long-standing consumer relationships. The research provides insight by framing storytelling as the process through which attachments are formed rather than a mode of persuasion. For managers, it demonstrates how emotionally coherent and value-driven storytelling can engender trust and foster commitment in a competitive digital environment.