A influência da narrativa criada por terceiros na imagem da marca: o caso do vídeo do Spoleto

Abstract

The brand narrative helps to form and change attitudes and beliefs and is an important persuasion process. Given that this is a relatively unexplored subject, the purpose of this study is to analyze the narrative created by a third party on the Internet, and its influence on the brand image which allusion is made. The narrative persuasion processes using transportation (immersion in a text or story) and identification (audience connection with the character of the narrative) mechanisms are explored. Subjects watched two videos, and after that in-depth interviews were taken. The narrative of the first film is a parody that was created independently, while the second is a response from the brand. The results emphasize the process of immersion in the story and identification with the characters, which generates a direct impact on brand image, not always in a positive way.