Revolutionary Era of Narrative Marketing: A Systematic Literature Review

Abstract

Storytelling techniques in marketing focus on emotional appeal, narrative structure, and their impact on consumer emotional responses and brand loyalty. The current study synthesises past studies to understand and demonstrate the role of emotional appeal and narrative structures on brand effectiveness aligned with brand identity, communication means and cultural differences that result in building brand identity. A systematic literature review was carried out to assess the power of brand narratives structured through various key components. The critical review presented here identifies a literature gap and certain constraints that future researchers can work with. The integrated and cross-disciplinary perspective created through this study will contribute to both the theory and practice of narrative structure, emotional appeal, and customer loyalty. The study concludes that emotional appeal drives consumer engagement and loyalty, supported by theoretical evidence, while narrative structures facilitate immersion and persuasion.