The Effect of Brand Storytelling on Consumers’ Purchase Intention of Thai Local Products

Abstract

This study examines the effect of brand storytelling on consumers’ purchase intention toward
Thai local products, focusing on how narrative quality, emotional engagement, and perceived
authenticity shape consumer decision-making. Grounded in narrative transportation theory and
meaning transfer theory, the research proposes that compelling brand stories enhance
consumers’ psychological immersion, strengthen their emotional connection with local brands,
and elevate perceptions of cultural value. A quantitative survey was conducted with Thai
consumers who purchase local products, and structural equation modeling (SEM) was
employed to analyze the proposed relationships. The results reveal that brand storytelling
significantly increases narrative transportation, which in turn enhances brand attitude and
trust—key mediators that influence purchase intention. Authenticity cues embedded in the
stories, such as cultural heritage and craftsmanship, were also found to strengthen consumers’
intentions to buy local products. These findings contribute to the branding and consumer
behavior literature by demonstrating that storytelling is a crucial communication tool that can
differentiate Thai local products in an increasingly competitive market. Practical
recommendations for local ent