Abstract:

Brand and brand components are important values in terms of marketing. From a competitive point of view, the brand provides diversity, awareness and image to and separates from competitors by these aspects. Therefore, from a competitive point of view or consumer point of view, the brand is a tool that provides awareness, facilitates communication and strengthens emotional relationship. Brand stories are also an important argument in communicating with consumers as a component of the brand. Companies can get a different place in the minds of consumers with brand stories. In this regard, the purpose of this study is to determine the effects that brand stories can create on consumers. For this purpose, two separate sampling groups have been conducted. According to the results obtained by consumers, the brand stories are transmitted by narrative, less critical thinking and the intention of transmitting from mouth to mouth higher.