The primary objective of this research is to explore the impact of luxury brand story types on brand equity.
This study adopts one secondary data analysis and three experimental studies to investigate the roles of brand story and consumers’ brand storytelling in luxury brand marketing.
Study 1 shows that, compared to consumers’ brand storytelling, brand story enhances consumers’ positive brand engagement behaviors. Study 2 confirms that a luxury brand story more effectively improves brand equity. Study 3 explores the mediating role of archetype consistency between luxury brand story types and brand equity. Study 4 examines how brand control(high/low)moderates the primary effects.
Grounded in archetype consistency theory, this study innovatively explores the mechanisms through which luxury brand story types affect brand equity and examines the moderating effect of brand control. It extends existing research boundaries and provides a new theoretical perspective for optimizing brand story strategies in interactive marketing. Furthermore, it offers actionable recommendations for enhancing interactive marketing practices.
