The Impact of Brand Storytelling on Consumer Brand Engagement: An Empirical

Ashwatrh Bommannavar; Deepak Shyam

The Impact of Brand Storytelling on Consumer Brand Engagement: An Empirical

Author(s)	Mr. Ashwatrh Bommannavar, Prof. Deepak Shyam
Country	India
Abstract	In today's market environment, where customers are constantly exposed to brand messaging via social media and digital means of communication, brand storytelling has emerged as a key marketing practice. In addition to the mere communication of product benefits and functional features, brand storytelling enables companies to present brand-related experiences and narratives that consumers may find appealing. The present paper focuses on the role of brand storytelling in increasing consumer brand engagement by considering four dimensions – emotional appeal, authenticity, relatability, and story quality. The research adopted a quantitative, descriptive, and explanatory research design. Primary data collection was done using a structured online questionnaire, and 216 responses were included in the analysis. Descriptive statistics, Cronbach's Alpha, Pearson correlation, multiple linear regression, ANOVA, and hypothesis testing were employed to examine the relationships between brand storytelling dimensions and consumer brand engagement. The results have shown that all the storytelling dimensions are positively correlated with consumer brand engagement.The strongest correlation has been found for story quality (r = 0.768), followed by relatability (r = 0.743), authenticity (r = 0.724), and emotional appeal (r = 0.663). The regression analysis has shown high explanatory power of the proposed model (R² = 0.889). The analysis of standardized beta has identified the dimension of story quality (β = 0.303) as the strongest contributor among the storytelling dimensions. The results indicate that consumers are more willing to interact with the brands when their stories are developed, meaningful, authentic, and relevant to their experience. The research gives some valuable recommendations for marketers and brand managers who need to utilize brand storytelling as a way to improve consumer engagement with brands.
Keywords	Emotional Appeal Authenticity Relatability Brand Storytelling Story Quality Consumer Behavior Narrative Engagement Social Media Marketing Brand Communication
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-20

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The Impact of Brand Storytelling on Consumer Brand Engagement: An Empirical

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