Empirical Validation of the ADO Storytelling FrameworkADO Storytelling Framework

This chapter empirically validates the ADO Storytelling Framework by examining how storytelling mechanisms translate into measurable consumer outcomes. Building on the conceptual and methodological foundations developed in Chapter 4 , it adopts an experimental approach to test the relationships between antecedents, storytelling decisions, and outcomes. Storytelling is conceptualized as a strategic process that links brand identity and authenticity cues to narrative choices such as archetypes, emotional framing, and narrative structure, which in turn, influence consumer perceptions, emotions, and behaviors. The chapter presents three complementary experimental studies. Study 1, conducted in the context of cultural branding, analyses the impact of narrative versus descriptive communication on brand associations, commitment, and engagement among football club supporters. Study 2 examines narrative transportation as a psychological mechanism mediating the effects of archetypal storytelling on brand attitude, emotions, and purchase intention. Study 3 investigates how archetypal narratives influence consumer-perceived brand value and emotional responses across functional and symbolic product categories. Across the three studies, findings provide consistent empirical support for the ADO logic, demonstrating how storytelling decisions shape cognitive, emotional, and behavioral outcomes. The chapter thus offers a structured empirical foundation for understanding storytelling as a multilevel process of brand value creation.