...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...

...-use rights only Attachment Narratives Brand relationship Narrative transportation Parasocial relationship Brand authenticity Human brand Brand persona Celebrity brand I’m not a businessman. I’m a business, man.– Jay-Z, Diamonds from Sierra Leone (Remix) Celebrities hold...

... 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...