Emotional advertising and brand storytelling: Impact on the construction of identity and loyalty in communication ventures

Authors

  • Jean Carlos Santos Palma Universidad Laica Eloy Alfaro de Manabí, Ecuador
  • Mercedes Roxana Almeida Macías Universidad Laica Eloy Alfaro de Manabí, Ecuador
  • Jorge Luis Guevara Chávez Universidad Laica Eloy Alfaro de Manabí, Ecuador

Keywords:

emotional advertising, brand storytelling, brand identity, loyalty, communication ventures

Abstract

Introduction: Prior research suggests that emotional advertising and brand storytelling strengthen identity and loyalty, but their relative weight in Ecuadorian ventures remains unclear. Objective: Assess the effects of both strategies on identity and loyalty and the mediating role of identity. Materials and methods: Sequential mixed-methods design (from qualitative to quantitative); nine interviews and a survey of 210 consumers from three ventures; Likert scales (α=0.82-0.88); descriptive analyses, correlations, multiple regression (identity as the dependent variable), and mediation with bootstrap 5000. Results and discussion: Narrative quality more strongly predicted identity (β=0.35; p<0.001) than emotional advertising (β=0.22; p=0.004); identity mediated both effects on loyalty (total R²≈0.41; identity model R²=0.38), highlighting a coherent, culturally situated narrative as a critical linkage pathway. Conclusions: Integrating authentic storytelling with emotional branding strengthens identity and, through it, loyalty, offering competitive advantages for communication ventures.

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Published

2025-12-04

How to Cite

Santos Palma, J. C., Almeida Macías, M. R., & Guevara Chávez, J. L. (2025). Emotional advertising and brand storytelling: Impact on the construction of identity and loyalty in communication ventures. Maestro Y Sociedad, 22(4), 3447–3454. Retrieved from https://maestroysociedad.uo.edu.cu/index.php/MyS/article/view/7261

Issue

Vol. 22 No. 4 (2025)

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Artículos

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Copyright (c) 2025 Jean Carlos Santos Palma, Mercedes Roxana Almeida Macías, Jorge Luis Guevara Chávez

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