The Impact of Narrative Transportation on Consumer Brand Attachment: A Mechanism Study with Emotional Response and Social Identity as Dual Mediators

Jingyuan Niu

2025

Abstract

Grounded in narrative‑transportation theory, this study examines how brand stories enhance consumer brand attachment and verifies the dual mediating roles of emotional response and social identity. Using 117 valid questionnaires and Baron & Kenny’s mediation tests, the results show that narrative transportation influences brand attachment entirely through emotional response and social identity. The study proposes two optimization routes-emotional‑resonance design and community‑identity cultivation-and empirically demonstrates the practical value of the theoretical model.

Paper Citation

in Harvard Style

Niu J. (2025). The Impact of Narrative Transportation on Consumer Brand Attachment: A Mechanism Study with Emotional Response and Social Identity as Dual Mediators. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 328-333. DOI: 10.5220/0013843800004719

in Bibtex Style

@conference{iceml25,
author={Jingyuan Niu},
title={The Impact of Narrative Transportation on Consumer Brand Attachment: A Mechanism Study with Emotional Response and Social Identity as Dual Mediators},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={328-333},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013843800004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Impact of Narrative Transportation on Consumer Brand Attachment: A Mechanism Study with Emotional Response and Social Identity as Dual Mediators
SN - 978-989-758-775-7
AU - Niu J.
PY - 2025
SP - 328
EP - 333
DO - 10.5220/0013843800004719
PB - SciTePress