This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story’s attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

As social media are emerging as essential communication channels for corporates in all areas, luxury jewelry brands have implemented enhanced strategies for brand story videos by creating brand channels on YouTube. In this study, a comparative analysis of the videos made available by Cartier and Tiffany&Co. on their YouTube Brand Channels was conducted, with the aim of identifying their strategic characteristics. The research method encompassed, both literature review and empirical investigations. A quantitative analysis was conducted by means of the ‘HEART’ model, a type of luxury jewelry brand story, and the following common strategic elements were identified. First, in their brand story videos both brands focus primarily on ‘theme’. Second, ‘relationship’ and ‘artisanship’ are emphasized in addition to ‘theme’. Third, the videos incorporate high level aesthetics to stimulate the fantasies and dreams of their audiences. The strategic differences between the brands are as follows. : First, ‘artisanship’ is given the greatest significance along with ‘theme’ in Cartier videos, while ‘relationship’ has prime significance in Tiffany&Co. videos. Second, a difference between a European approach and an American approach towards luxury brand building is evident, with Cartier hosting exhibitions while Tiffany&Co. provides gala videos instead.

본 연구에서는 브랜드 스토리텔링을 이용한 마케팅 사례조사를 통해 브랜드 스토리텔링 기법의 마케팅효과를 확인하고 여러 사례의 스토리텔링기법을 통해 브랜드 전략의 한 요소로서 브랜드 스토리텔링기법의 중요성을 알아보고자 하였다. 현재 마케팅에서 스토리텔링은 상품과 브랜드에 생명력을 심어주는 차원에서 마케팅의 중요한 요소가 되었다. 과거와 달리 현대의 소비자들은 단순히 품질이 좋은 제품만을 찾는 것이 아니라, 공감하고 감성을 나눌 수 있는 감성적 측면에서 브랜드를 선호하며, 더 나아가 이야기가 있고 공감을 줄 수 있는 브랜드에 흥미를 보이기 때문에 이제 스토리텔링은 단순히 하나의 마케팅 방법이 아니라 마케팅 전략의 필수요소가 되었다고 할 수 있다. 스토리텔링을 이용한 브랜드 마케팅 전략이 소비자들에게 신선하고 새로운 즐거움을 주며 소비자들의 브랜드접근성을 높여준다는 차원에서 스토리텔링 브랜드 마케팅에 간한 연구는 가치 있다고 판단된다. 따라서, 본 연구는 브랜드 스토리텔링 관한 연구의 기초를 제공한다는 차원에서 의의가 있다.