Brand Storytelling and Consumer Engagement in the Culturally Diverse Indian Market

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Author(s): Hemant Gupta (ICFAI Foundation for Higher Education, Bangalore, India)
Copyright: 2025
Pages: 16
Source title: Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch014

Keywords: Business Science Reference / Data Analysis & Statistics / Library & Information Science / Marketing and Consumer Behavior

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Abstract

Brand storytelling is the art of associating story with customer on an emotional level. In a competitive market for customer attention, brands face a multitude of challenges. Brands must find a way to build a loyal base of consumers, create brand advocates, and achieve long-term success. Storytelling gives a company's essence life and helps it move from an ad hoc logo to an engaging character in a story. The Indian market is a potent opportunity for brands to use storytelling in a culturally diverse landscape. This study focuses on the essential tie between brand storytelling and consumer engagement, especially in the culturally rich Indian market. The present research has interpreted the power of a story to capture consumers' attention and embed deeper connections. By understanding their target audience, brands can create impactful stories that resonate and drive meaningful engagement.

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Brand Storytelling and Consumer Engagement in the Culturally Diverse Indian Market

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