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I love Samsung design. I remember when they used to be the cheap brand from Korea and Sony was the best you could buy. Over the years, Sony got fat-headed and started making products that were not compatible with other products out there (like MP3 Players). Samsung integrated with Android and Google and focused more on trend-setting design. The products feel good. Apple will soon be copying Samsung. (John K., Consumer)
In recent years, the brand story has emerged as a significant marketing construct (Huang, 2010; Woodside, 2010; Digles, 2011). People interpret their exposure to and experiences with brands via narrative processing (Escalas, 2004). Thus a brand story may be created when buyers and sellers create brand narratives of varying complexity whereby experience, outcomes and meaning is ascribed to brands (Bruner, 1990; Fournier, 1998; Desai and Keller, 2002; Brown et al , 2003). Brand stories contain plots, characters and outcomes (Singh and Sonnenburg, 2012). They can build consumer awareness, comprehension, empathy, recall and meaning (Singh and Sonnenburg, 2012). They also facilitate consumer interaction by allowing consumers to integrate their own experiences into the story (Escalas, 2004). In cognitive terms, a brand story creates new nodes and links in memory, inducing greater processing, which may lead to stronger self-brand connections (Anderson, 1983; Escalas, 2004).
Convergence represents a shift from medium-specific content towards content that flows across multiple channels, increased interdependence of communication systems and multiple modalities of accessing content (Jenkins, 2006). It represents a cultural shift as consumers seek out and create new information and make connections across dispersed media. Convergence makes transmedia storytelling possible. In transmedia storytelling, the same stories are not repeated in different media, but rather different elements of the story are systematically dispersed across multiple media platforms, each making its own unique contribution to the whole (Dena, 2008). Consumers are now crossing boundaries, exhibiting greater interactivity and creating their own 'branded' content (O'Reilly, 2005; Thompson and Sinha, 2008; Goh et al , 2013). Additionally, consumer online brand-related activities (COBRA) such as creating or consuming social media more rapidly spread these stories (Muntinga et al , 2011). Transmedia storytelling delivers all of the benefits of storytelling, and amplifies them; it creates a more interactive consumer, one that uses more properties and is...