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1. Introduction Luận Văn Thạc Sĩ Tiếng Anh Brand Storytelling used by the Irish Food
1.1 Background of the research
The Irish food and drink industry is constantly growing (Daly. J, 2016). As a growing industry, Irish food and drink brands have invested a lot of energy in understanding consumer perceptions and the most effective ways to reach to them. Brand-storytelling is the new trend in the world of advertising; it is based on the evidence that advertisements based on storytelling connect better than those executed using straight-sell techniques. The way brands connect with consumers have evolved over time. It is every brands’ main objective to connect and influence the consumers behavior towards a favorable result; in most cases that would be a consumer making a purchase. Advertisers are constantly trying to understand and predict consumers behavior in an attempt to influence it. Brand Storytelling have received a lot of academic attention over the past few years, however none specifically regarding Irish food and drink industry brands. This dissertation explores consumers perception towards brand storytelling as used in the Irish food and drink industry advertisements.
Stories are universal, and all the cultures have experience them, they are an essential part of ‘human cognitive development’ which means its been part of our interaction since a very long time (Scott, M. D, 2016.p.59; also see Haven, 2014). Although the topic has gained popularity in regard to branding only in recent times, many neuro-scientists have proved the positive effects of storytelling on the human mind, ‘anyone who pronounces with certainty one concrete reason for storytelling faces obloquy’ (Yorke. J, 2013. p.210). John Yorke in his book ‘Into the woods: how stories work and why we tell them’ forms a connection between storytelling and Maslow’s hierarchy of needs by stating that stories give us a sense of connection which comes within our basic human needs (Yorke, J. 2013. p.131). A story-consultant; Kendall Haven mentions that ‘our brains are hardwired to think, to understand, to make sense and to remember in specific story terms and elements’ he goes on to say that stories influence consumers in three steps:
- 1. Stories grab the audience’s attention. Supporting this idea John Yorke says we immediately ask ‘What Happened’ when we are faced with a story setting.
- 2. Stories necessitate the audience to engage. Critical to understanding of story is how customers tell themselves the stories that define them (Scott, M. D, 2016.p.60).
- 3. Lastly stories connect with the audience by forming an emotional connection.
This explains why brand-storytelling works so well to connect and influence the customers. For the Irish food and drink industry, brand story-telling is not a new phenomenon, yet there hasn’t beenmuch research done on Irish food and drink industry brands and the use of storytelling. Lindstorm, M (2008) tell us one out of the many ways the brand Guinness used story-telling to its advantage:
‘First the bar tender pours the glass three-quarters, then we wait and wait, and then he tops it off. The fact is neither of us mind waiting. The fact is that the ritual of slow pour is part of the pleasure of drinking a Guinness in the first place, but the ritual didn’t come about by accident. During the 1990’s Guinness was facing big losses across pubs in British isles because customers didn’t want to wait ten minutes for the head of their beer to settle so they introduced the advertisement campaign; Good things come to those who wait’, ‘it takes 119.53 seconds to pour the perfect pint’ and even aired commercials showing the right way to pour a Guinness, this gave birth to the ritual’ (See image).
1.2 Irish Food and Drink Industry
Food and drink producers in Ireland are global leaders from 2006 to 2015, total household consumption have increased by 5.8% (IBEC, Budget 2019 Submission). According to Ibec’s 2019 budget submission; Food and Drink Industry Ireland is a growing sector with over 150 companies. ‘A very strong food and drink performance in 2017 saw exports increase by 11% to €12.26bn’. Furthermore, to support that claim, the stats presented by Bord Bia Irish Food board show that 2017 was the 8th consecutive year that marked an increase in exports in the sector. These figures show the importance of food and drink Industry in Ireland (See Image-2)
1.3 Context for the researcher
Storytelling is the best way to give meaning to brands (Simmons, J. 2006). “Researchers have proved that sharing our thoughts and experiences triggers the part of our brain linked with rewards, providing that same level of dopamine that humans experience from sex, food and exercise” (Mancuso. J & Stuth. K, 2014). Today is the age of technology, we are constantly in-touch with each other through the web and communication is fast. In this fast-paced, tech-savvy world; humans crave authenticity, storytelling enables companies to connect with consumers making companies soundauthentic and human (Scott, M. D, 2016, p.6). Scott, M. D (2016, p.40) further elaborates the reasons why stories work so well to connect with consumers:
- People look for authenticity
- They want participation over propaganda
- An organizational story cannot be well presented by ad agencies
- Individuals at the top of the company are the master storytellers
- Consumers want information in a language that they understand
1.4 Research question and Objectives
This research expands on brand-storytelling in marketing framework from previous literature and applies it to the context of Irish food and drink industry. Previous research has proved the positive effects of storytelling on consumer perception, it can be proposed that storytelling used by the Irish food and drink industry may influence consumers perception positively. The central premise is that brand storytelling would be more effective than traditional straight-sell execution style advertisements that sell on product attribute information in an argumentative style (Woodside et al, 2008). The following paper presents hypothesis on the effects of storytelling used by brands in
marketing on 3 types of consumer responses. Though perception towards the brands and purchase intentions have been examined in the past, research on brand storytelling, and specifically on consumers perception about Irish brands needs to be done. The constructs examined in this research are consumer behavior amplified by storytelling used in adverts of Irish food and drink brands via brand perception, brand loyalty and purchase intention.
The following is the proposed research question for this research: ‘How customers perceive Irish food and drink brand advertisements that are executed using storytelling’. There are three main objectives that this research will seek to answer regarding consumer’s behavior towards the advertisements:
- 1. To determine factors in the Irish food and drink brand advertisements executed using storytelling technique that generate a favorable change in consumers perception towards the brand.
- 2. To determine factors in the Irish food and drink brand advertisements executed using storytelling technique that generate greater purchase intentions.
- 3. To determine factors in the Irish food and drink brand advertisements executed using storytelling technique that generate consumer brand loyalty.
1.5 Dissertation Road-map
This dissertation was conducted as part of a ‘Masters-degree’ at Dublin Business School. Following the introduction, the paper consists the literature review which presents previous findings on brand-storytelling as used by the Irish food and drink industry. The methodology for this research will be laid out in the third chapter, the paper will justify the qualitative approach and data collection method. The data will then be assessed for thematic points and objective findings in relation to the dissertation objectives. The findings will be compared with the literature review. Recommendations will be formed by cross-referencing the findings with the previous literature. The recommendations can be used for further research and for Irish food and drink brands to use in forming their brand-stories. Finally the paper will provide the conclusion and a self-reflection from the dissertation.
The obvious limitations with any short-term study are related to the methodology in place. The scope of this research is limited, and findings can-not be applied to other contexts seamlessly. This study analyzes the topic with demographics of specific geographical region; Dublin and can-not be generalized with rest of the population or geographic regions. In addition to that the researcher lacks experience in conducting focus groups on professional grounds so there is a possibility of
misstep in the interpretations in terms of protocols. The researcher conducted extensive research and preparation to mitigate these risks but since it will be the researcher’s first attempt with focus groups, there is a scope of error.
The researcher’s personal bias is another limitation. The researchers’ interest in brand-storytelling makes biases possible based on their tendency to favor the topic. Awareness that results may not align with the researcher’s personal beliefs must be accounted for and treated as objectively as possible when recounting the relevant data.
Introduction Brand Storytelling used by the Irish Food
- Background of the research
- Irish Food and Drink Industry
- Context for the research
- Research question and objective
- Dissertation Road-map
- Literature Review
- Brand Storytelling
- 2 Brand
- Brand Image
- Brand Knowledge
- 4.1 Brand Awareness
- Brand Personality
- Consumer Neuroscience
- 6.1 Brand Preferences
- 6.2 Cortical Relief
- 6.3 System1, System
- Brand Loyalty
- Research Methodology
- Research Methodology Introduction
- Research Design
- Research Philosophy
- Research Approach
- Research Strategy
- Exploratory Research
- Research Choice
- Research Time Horizon
- Population and Sampling
- Data Collection
- Secondary Data Collection
- Primary Data Collection
- Focus Group
- Planning the Focus Group
- Conduction the Focus Group
- Issues in Focus Group
- Reporting the Focus Group Data
- Research Ethics
- Limitations to the research
- Data Analysis
- Loyalty, Perceptions and Purchase intention
- Guinness Advert – ‘Behind every great horse’
- DairyGold – ‘What would you do in an extra minute?’
- Jamesons – ‘Scully was to blame’
- Conclusion and Recommendations
- Objective 1 – Consumer Brand Perception
- Objective 2 – Generate greater purchase intentions
- Objective 3 – Favourable change in consumer’s brand loyalty
- Consumer Nostalgia
- Sensory Marketing
- Brand Relatability
- Limitations and Suggestions for further research
- Self-Reflection on learning style
- Learning Styles
- Master of Science Marketing Degree
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