Percorrer por autor "Madden, Aoife"
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- Telling the right story : how brand and product narratives shape trust and intention in sustainable fashion : exploring the mediating roles of authenticity, brand value, and emotional connection, and the moderating effect of narrative transportationPublication . Madden, Aoife; Estarreja, MariaIn sustainable fashion, storytelling has emerged as a critical tool for brand differentiation and consumer engagement. This study investigates the impact of storytelling type (brand-focused versus product-focused) on consumer trust and purchase intention, while also examining the mediating roles of perceived authenticity, perceived brand value and emotional connection. Narrative intensity (high vs low) was tested as a potential moderator, and additional variables such as perceived sustainability, sustainability habits, and self-identity were explored. A between-subjects experimental design was employed, exposing participants (N = 214) to one of five storytelling conditions. Contrary to expectations, brand storytelling had a stronger effect on trust than product storytelling. Results revealed that perceived authenticity fully mediated the relationship between storytelling type and both trust and purchase intention, whereas emotional connection and brand value did not serve as significant mediators. Narrative intensity did not moderate the effects as hypothesised. However, exploratory analyses highlighted the strong influence of perceived sustainability on trust, and the role of individual sustainability habits in shaping perceived brand sustainability under low narrative conditions. Additionally, self-identity was found to significantly predict trust in high-intensity narrative contexts. These findings underscore the importance of communicating authenticity and consumer alignment in storytelling strategies for sustainable fashion brands.