Abstract
Background: This study helps Bangladeshi retail company to understand the impact of storytelling video on their brand equity. From the findings of this study, they can design their communication message properly for their target audience. Though it cannot be measured the contribution of a TVC upon the sales of a brand. Here are also many external factors which have an impact on sales. But the findings of this study help retail brand to know about the customers preference, their knowledge, likings about the story telling process.
Purpose: This study aims to investigate the impact of storytelling on brand equity specially on retailing industry of Bangladesh.
Methodology: This study concerned descriptive analysis and the aim of this analysis is to answer when, what, where, which, who or how of the problem of this research. The nature of this study is basically descriptive based on quantitative information.
Conclusion: The results suggest that age is negatively impacting brand equity. Gender and education also positively impact on brand equity and the male are more brand loyal than female and with the increase of the educational level the brand equity is also increased. Affective reaction, cognitive evaluation, and attitude toward advertisement of storytelling significantly positively impact on the brand equity of the Retail Industry in Bangladesh. Among all of the independent variables, affective reaction has the most impact brand equity followed by education and attitude towards advertisement.
Key words: Advertisements, Attitudes, Storytelling, Branding, Brand Equity.