Measuring the Impact of Storytelling on Consumer–Brand Relationship Outcomes

This chapter examines how the impact of storytelling on consumer–brand relationships can be systematically conceptualized and measured. Building on the theoretical foundations of storytelling and brand relationships discussed in previous chapters, it focuses on operationalizing consumer outcomes and the methodological approaches used to assess them. The chapter adopts the Antecedents–Decisions–Outcomes (ADO) framework to organize consumer–brand relationship research and to link storytelling processes with measurable effects. It reviews different types of consumer–brand relationships, including transactional, emotional, and communal forms, and discusses their associated outcomes across functional, emotional, and symbolic dimensions. Particular attention is given to established brand metrics and models of brand equity, as well as to the concept of customer-perceived value as an integrative indicator of storytelling effectiveness. The chapter further evaluates methodological approaches to measuring consumer responses, contrasting traditional psychometric scales with alternative qualitative and mixed-method techniques, including visual and narrative-based protocols. Empirical evidence from a comparative study of measurement tools illustrates the advantages and limitations of different approaches in capturing emotional and symbolic brand meanings. Overall, the chapter proposes an integrated ADO storytelling framework that connects narrative strategies with cognitive, emotional, behavioral, and symbolic outcomes, providing a structured basis for analyzing and measuring storytelling effectiveness in brand management.