The Power of Brand Storytelling: Its Effect on Consumers’ Behavior--The Case of Hermès and Pop Mart

Abstract

In today’s highly competitive markets-characterized by abundant substitutes and consumer choices-storytelling has emerged as a critical strategy to link consumers’ emotional resonance with value recognition, thereby enhancing brand trust and loyalty across various industries. While existing research emphasizes the symbolic and emotional value of brand storytelling, it often overlooks measurable economic outcomes supported by specific quantitative data. To address this gap, this study selects Hermès and Pop Mart as case studies to examine how storytelling marketing strategies influence consumer behaviour and brand economic performance. Drawing on secondary data from corporate reports, industry databases, and other authoritative sources, the study measures key indicators including sales volume, revenue, price elasticity of demand (PED), and repurchase rate, while also analyzing consumers’ narrative processing of brand stories. The results show that storytelling significantly strengthens the emotional bond between consumers and products: specifically, causes consumers’ sensitivity to price change decreases, increases revenue and repurchase rates, and fosters long-term brand loyalty. This study provides empirical evidence for the economic value of storytelling marketing and provides direction for companies to enhance consumer emotional participation and improve performance.