THE IMPACT OF DIGITAL STORYTELLING ON LUXURY BRAND EXPERIENCE, BRAND AUTHENTICITY, AND BRAND ATTACHMENT TO GAIN FAVORABLE CONSUMER ATTITUDE (MILLENNIALS AND GENERATION Z)

• Main Author: Wijaya, Vania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64580
• Institution: Institut Teknologi Bandung

Millennials and Generation Z are projected to be the new consumers for the growing global luxury market. Luxury brands need to have a deep understanding of this cohort as they are tech-savvy generations who tend to look for information digitally. Having infinite access to hundreds of brands, luxury brands put deeper emphasis on its values to win the consumers’ heart. The luxury perceived values longed by the new consumers include brand experience, brand authenticity, and brand attachment. To implicitly explained a brand’s perceived values, luxury brands make use of digital storytelling. This study aims to explore the impact of Digital Storytelling on Luxury Brand Experience, Brand Authenticity, and Brand Attachment to gain favorable Consumer Attitude. An experimental approach was conducted to explore how three luxury brands (Louis Vuitton, Chanel, and Dior) stories in IGTV videos affect their audience, as represented by 100 samples. PLS-SEM was used to analyze the relationship between the variables. The results indicate that there is a positively significant influence between digital storytelling to brand experience, brand authenticity, and brand attachment, also between the brand experience, brand authenticity, and brand attachment to favorable consumer attitude. The findings of this study is expected to contribute to the advancement of luxury market in managing their growth by making use of digital storytelling as their future marketing strategy to grasp the new luxury consumers who are Millennials and Generation Z.