...Elias Vega; Carmen Camarero Purpose The purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”. The aim is to comprehend how transportation influences users’ experience...

... professionals with guidance on how to craft celebrity narratives to build the strongest consumer-brand attachment. To answer the first question, we draw upon narrative transportation theory, which suggests that consumers immersed in a narrative world show durable emotional, cognitive and behavioral effects...

... and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story. Practical implications Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation...