This study employs a survey of StoryBrand workshop customers to examine the influence of implementing the StoryBrand narrative framework into marketing collateral. The interpretation of the quantitative data is used to determine if the framework has positive influence on company success and which variables contribute to company success. Data for this research were then analyzed using statistical methods. The data analysis determined that the degree to which an organization implemented the StoryBrand methodology had significant influence on an organization’s profitability, confidence of employees, and the time and money saved on marketing collateral creation. No other tested variable had significant influence, including company size, non-profit or for-profit, size of company, or audience focus. The knowledge gained in this study will add to the previous studies on narrative branding as well as expand understanding of the application of coherency and fidelity in Walter Fisher’s narrative theory.
|Advisor:||Brown, William J.|
|Commitee:||Crawford, Kevin, Keeler, Jack|
|Department:||Communication & the Arts|
|School Location:||United States -- Virginia|
|Source:||DAI-A 80/08(E), Dissertation Abstracts International|
|Keywords:||Marketing, Miller, Donal, Narrative theory, Story marketing, StoryBrand, Transportation theory|
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