Araştırma Makalesi
BibTex RIS Kaynak Göster

Marka iletişiminde hikâye kullanımı: Chanel örneği

Yıl 2025, Cilt: 5 Sayı: 2, 170 - 180, 28.07.2025

Elif Kara

https://doi.org/10.56723/dyad.1654078

Öz

Hikâyeler tüm zamanlar boyunca insanların ilgisini çekmiş, bilinçli veya bilinçsiz olarak duygusal anılarla bağlantılar içermiştir. Bu çalışmanın amacı markaların, hikâye anlatımı tekniğini ürün ve markalarına nasıl uyguladıklarını tespit etmektir. Bu amaca uygun olarak araştırma yöntemi için içerik analizi kullanılmış ve ikonik marka Chanel çalışılmıştır. Markanın hikâye kullanımı yoluyla yapmış olduğu içerikler McDonald ’ın çalışmasında ele aldığı ilkeler olan; çatışma, özgünlük ve eğlence içeriklerine göre incelenmiştir. Araştırmadan elde edilen sonuçlara göre; hikâye anlatımı, insanların markaya katılımını sağlamaktadır ve birey hikâyede kendinden bir şeyler bularak markayı sahiplenmektedir. Reklamlardan sıkılmış olan tüketiciye özgünlük ve gerçeklik sunmaktadır. Böylece müşterilerin duygu ve algıları etkilenerek markayla bütünleşmesi sağlanmaktadır. Kendini markanın bir parçası olarak görmeye başlayan müşteri, markanın sadık ve tutkulu bir savunusu haline gelmektedir. Bu nedenle sadık müşteri grupları oluşturmak isteyen marka ve firma yöneticilerinin hikâye tekniğini kullanmaları önerilebilir. Bu teknik markanın uzun dönemli karlılığı ve geleceği adına dikkate değerdir. Gelecekteki çalışmalara öneriler ise, bu çalışmanın ampirik bir çalışma olarak kurgulanmasıdır. Deney kısmında markanın hikâyesi izletilen bir grup ile izletilmeyen grup arasındaki düşünce ve davranışlar tartışılabilir.

Anahtar Kelimeler

Marka iletişimi hikâye anlatımı marka chanel

Etik Beyan

Çalışma için etik kurul izni alınmasına gerek yoktur. Bu çalışmanın bir kişi/kurum ile çıkar çatışması bulunmamaktadır.

Destekleyen Kurum

-

Proje Numarası

-

Teşekkür

-

Kaynakça

  • [1] McGaugh JL. “Memory Consolidation and the Amygdala: A Systems Perspective”. Trends in Neurosciences, 25(9), 456-461, 2003.
  • [2] Aimé I. “The Dynamic Construction of Brand Storytelling”. Journal of Strategic Marketing, 31(7), 1243-1262, 2021.
  • [3] Kaufman B. “Stories that Sell, Stories that Tell”. Journal of Business Strategy, 24(2), 11-15, 2003.
  • [4] Hall KR, Harrison DE, Obilo OO. “Building Positive İnternal and External Stakeholder Perceptions Through CSR Storytelling”. Journal of Strategic Marketing, 31(1), 1-22, 2021.
  • [5] Boje DM. Stories of The Storytelling Organization: A Postmodern Analysis of Disney as “Tamara-Land”. Editörler: Calás MB, Smircich L. Postmodern Management Theory, 421-459, London, UK, Routledge, 2019.
  • [6] Mattila AS. “The Role of Narratives in The Advertising of Experiential Services”. Journal of Service Research, 3(1), 35-45, 2000.
  • [7] Woodside AG. “Brand‐Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue”. Psychology & Marketing, 27(6), 531-540, 2010.
  • [8] Karampournioti E, Wiedmann KP. “Storytelling in Online Shops: The İmpacts on Explicit and İmplicit User Experience, Brand Perceptions and Behavioral İntention”. Internet Research, 32(7), 228-259, 2022.
  • [9] Oliveira A, Gouveia T. “Storytelling in Brand Building”. International Journal of Science and Research, 9(12), 1246-1250, 2020.
  • [10] Kuuru TK, Närvänen E. “Embodied İnteraction in Customer Experience: A Phenomenological Study of Group Fitness”. Journal of Marketing Management, 35(13-14), 1241-1266, 2019.
  • [11] Olson ED, Arendt SW, FitzPatrick E, Hauser S, Rainville AJ, Rice B, et al. “Marketing Mechanisms used for Summer Food Service Programs”. Journal of Nonprofit & Public Sector Marketing, 32(5), 465-487, 2020.
  • [12] Lee H, Fawcett J, DeMarco R. “Storytelling/Narrative Theory to Address Health Communication with Minority Populations”. Applied Nursing Research, 30, 58-60, 2016.
  • [13] Padilla-Zea N, Gutiérrez FL, López-Arcos JR, Abad-Arranz A, Paderewski P. “Modeling Storytelling to be Used in Educational Video Games”. Computers in Human Behavior, 31, 461-474, 2014.
  • [14] Zaichkowsky JL. “Measuring the İnvolvement Construct”. Journal of Consumer Research, 12(3), 341-352, 1985.
  • [15] Lim H, Childs M. “Visual Storytelling on İnstagram: Branded Photo Narrative and the Role of Telepresence”. Journal of Research in Interactive Marketing, 14(1), 33-50, 2020.
  • [16] Auvinen T, Aaltio I. “Constructing Leadership by Storytelling – The Meaning of Trust And Narratives”. Leadership and Organization Development Journal, 34(6), 496-514, 2013.
  • [17] Barry JM, Gironda J. “A Dyadic Examination of İnspirational Factors Driving B2B Social Media İnfluence”. Journal of Marketing Theory and Practice, 26(1/2), 117-143, 2018.
  • [18] Vivek SD, Beatty SE, Morgan, RM. “Customer Engagement: Exploring Customer Relationships beyond Purchase”. Journal of Marketing Theory and Practice, 20(2), 122-146, 2012.
  • [19] Stern BB. “Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis and Consumer Effects”. Journal of Consumer Research. 20(4), 601-615, 1994.
  • [20] Shankar A, Elliot R, Goulding C. “Understanding Consumption: Contributions from a Narrative Perspective”. Journal of Marketing Management, 17(3/4), 429-453, 2001.
  • [21] Stern BB, Thompson CJ, Arnould EJ. “Narrative Analysis of a Marketing Relationship: The Consumer's Perspective”. Psychology & Marketing, 15(3), 195-214, 1998.
  • [22] Fog K, Budtz C, Yakaboylu B. Storytelling: Branding in Practice. Berlin, Germany, Springer, 2005.
  • [23] Peracchio L, Escalas EJ. “Tell Me A Story: Crafting and Publishing Research in Consumer Psychology”. Journal of Consumer Psychology, 18(3), 197-204, 2008.
  • [24] Shavitt S, Barnes AJ. “Culture and the Consumer Journey”. Journal of Retailing, 96(1), 40-54, 2020.
  • [25] Simmons J. “Guinness and the Role of Strategic Storytelling”. Journal of Strategic Marketing, 14(March), 11-18, 2006.
  • [26] Adamson G, Pine J, Van Steenhoven T, Kroupa J. “How Storytelling Can Drive Strategic Change”. Strategy & Leadership, 34(1), 36-41, 2006.
  • [27] Kozinets RV, Valck De K, Wojnicki AC, Wilner SJS. “Networked Narratives: Understanding Word-Of-Mouth Marketing in Online Communities”. Journal of Marketing, 74(2), 71-89, 2010.
  • [28] Lundqvist A, Liljander V, Gummerus J. “The İmpact of Storytelling on the Consumer Brand Experience: The Case of A Firm-Originated Story”. J Brand Manag, 20, 283-297, 2013.
  • [29] Escalas JE. “Imagine Yourself in the Product: Mental Simulation, Narrative Transportation, and Persuasion”. Journal of Advertising, 33(2), 37-48, 2004.
  • [30] Vargo SL, Lusch RF. “Service-Dominant Logic: Further Evolution”. Journal of the Academy of Marketing Science, 36(1), 1-10, 2004.
  • [31] Júnior JRDO, Limongi R, Lim WM, Eastman JK, Kumar S. “A Story to Sell: the Influence of Storytelling on Consumers' Purchasing Behavior”. Psychology & Marketing, 40(2), 239-261, 2023.
  • [32] McDonald JK. “Imaginative İnstruction: What Master Storytellers can Teach İnstructional Designers”. Educational Media International, 46(2), 111-122, 2009.
  • [33] Delgado-Ballester E, Fernández-Sabiote E. ““Once upon a brand”: Storytelling practices by Spanish brands”. Spanish Journal of Marketing-ESIC, 20(2), 115-131, 2016.
  • [34] Escalas JE. “Narrative processing: Building consumer connections to brands”. Journal of consumer psychology, 14(1-2), 168-180, 2004.
  • [35] Woodside AG, Sood S, Miller KE. “When consumers and brands talk: Storytelling theory and research in psychology and marketing”. Psychology & Marketing, 25(2), 97-145, 2008.
  • [36] Berksü ZÖ. “Chanel bir marka hikayesi”. https://www.oggusto.com/moda/markalar-ve-tasarimcilar/chanel-bir-marka-hikayesi. (11.12.2024).
  • [37] Vogler C. The Writer's journey. California, USA, Michael Wiese Productions, 2007.
  • [38] Girişimci Gazetesi. “Coco Chanel ve Başarı Hikayesi”. https://www.girisimcigazetesi.com/coco-chanel-ve-basari-hikayesi-188 (11.12.2024).
  • [39] Vikipedi. “Coco Chanel”. https://tr.wikipedia.org/wiki/Coco_Chanel (11.12.2024).
  • [40] Chanel. “Inside Chanel”. https://www.chanel.com/tr/about-chanel/hikayeler/ (11.12.2024).
  • [41] Gilliam DA, Zablah AR. “Storytelling during retail sales encounters”. Journal of Retailing and Consumer Services, 20(5), 488-494, 2013.

The use of story iın brand communication: The chanel case

Yıl 2025, Cilt: 5 Sayı: 2, 170 - 180, 28.07.2025

Elif Kara

https://doi.org/10.56723/dyad.1654078

Öz

Stories have captivated individuals across all eras, consciously or unconsciously associated with emotional memories. This study aims to ascertain how brands utilise the storytelling strategy in relation to their products and brands. In line with this purpose, content analysis was used for the research method and the iconic brand Chanel was studied. The brand's content, created through storytelling, was assessed based on the elements outlined in McDonald's study: conflict, authenticity, and entertainment value. The research findings indicate that storytelling facilitates consumer engagement with the brand, allowing individuals to identify with the story and thereby embrace the brand. It provides authenticity and realism to customers fatigued by commercials. Consequently, customers' emotions and impressions are shaped, ensuring integration with the brand. A consumer who perceives himself as integral to the business evolves into a devoted and fervent advocate of the brand. Consequently, brand and company managers seeking to cultivate loyal client segments are advised to employ storytelling techniques. This strategy is exceptional for the brand's long-term profitability and future prospects. Future research should be structured as an empirical study. The experimental section can analyse the beliefs and behaviours of a group exposed to the brand narrative against a group that is not.

Anahtar Kelimeler

Brand communication story-telling brand chanel

Proje Numarası

-

Kaynakça

  • [1] McGaugh JL. “Memory Consolidation and the Amygdala: A Systems Perspective”. Trends in Neurosciences, 25(9), 456-461, 2003.
  • [2] Aimé I. “The Dynamic Construction of Brand Storytelling”. Journal of Strategic Marketing, 31(7), 1243-1262, 2021.
  • [3] Kaufman B. “Stories that Sell, Stories that Tell”. Journal of Business Strategy, 24(2), 11-15, 2003.
  • [4] Hall KR, Harrison DE, Obilo OO. “Building Positive İnternal and External Stakeholder Perceptions Through CSR Storytelling”. Journal of Strategic Marketing, 31(1), 1-22, 2021.
  • [5] Boje DM. Stories of The Storytelling Organization: A Postmodern Analysis of Disney as “Tamara-Land”. Editörler: Calás MB, Smircich L. Postmodern Management Theory, 421-459, London, UK, Routledge, 2019.
  • [6] Mattila AS. “The Role of Narratives in The Advertising of Experiential Services”. Journal of Service Research, 3(1), 35-45, 2000.
  • [7] Woodside AG. “Brand‐Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue”. Psychology & Marketing, 27(6), 531-540, 2010.
  • [8] Karampournioti E, Wiedmann KP. “Storytelling in Online Shops: The İmpacts on Explicit and İmplicit User Experience, Brand Perceptions and Behavioral İntention”. Internet Research, 32(7), 228-259, 2022.
  • [9] Oliveira A, Gouveia T. “Storytelling in Brand Building”. International Journal of Science and Research, 9(12), 1246-1250, 2020.
  • [10] Kuuru TK, Närvänen E. “Embodied İnteraction in Customer Experience: A Phenomenological Study of Group Fitness”. Journal of Marketing Management, 35(13-14), 1241-1266, 2019.
  • [11] Olson ED, Arendt SW, FitzPatrick E, Hauser S, Rainville AJ, Rice B, et al. “Marketing Mechanisms used for Summer Food Service Programs”. Journal of Nonprofit & Public Sector Marketing, 32(5), 465-487, 2020.
  • [12] Lee H, Fawcett J, DeMarco R. “Storytelling/Narrative Theory to Address Health Communication with Minority Populations”. Applied Nursing Research, 30, 58-60, 2016.
  • [13] Padilla-Zea N, Gutiérrez FL, López-Arcos JR, Abad-Arranz A, Paderewski P. “Modeling Storytelling to be Used in Educational Video Games”. Computers in Human Behavior, 31, 461-474, 2014.
  • [14] Zaichkowsky JL. “Measuring the İnvolvement Construct”. Journal of Consumer Research, 12(3), 341-352, 1985.
  • [15] Lim H, Childs M. “Visual Storytelling on İnstagram: Branded Photo Narrative and the Role of Telepresence”. Journal of Research in Interactive Marketing, 14(1), 33-50, 2020.
  • [16] Auvinen T, Aaltio I. “Constructing Leadership by Storytelling – The Meaning of Trust And Narratives”. Leadership and Organization Development Journal, 34(6), 496-514, 2013.
  • [17] Barry JM, Gironda J. “A Dyadic Examination of İnspirational Factors Driving B2B Social Media İnfluence”. Journal of Marketing Theory and Practice, 26(1/2), 117-143, 2018.
  • [18] Vivek SD, Beatty SE, Morgan, RM. “Customer Engagement: Exploring Customer Relationships beyond Purchase”. Journal of Marketing Theory and Practice, 20(2), 122-146, 2012.
  • [19] Stern BB. “Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis and Consumer Effects”. Journal of Consumer Research. 20(4), 601-615, 1994.
  • [20] Shankar A, Elliot R, Goulding C. “Understanding Consumption: Contributions from a Narrative Perspective”. Journal of Marketing Management, 17(3/4), 429-453, 2001.
  • [21] Stern BB, Thompson CJ, Arnould EJ. “Narrative Analysis of a Marketing Relationship: The Consumer's Perspective”. Psychology & Marketing, 15(3), 195-214, 1998.
  • [22] Fog K, Budtz C, Yakaboylu B. Storytelling: Branding in Practice. Berlin, Germany, Springer, 2005.
  • [23] Peracchio L, Escalas EJ. “Tell Me A Story: Crafting and Publishing Research in Consumer Psychology”. Journal of Consumer Psychology, 18(3), 197-204, 2008.
  • [24] Shavitt S, Barnes AJ. “Culture and the Consumer Journey”. Journal of Retailing, 96(1), 40-54, 2020.
  • [25] Simmons J. “Guinness and the Role of Strategic Storytelling”. Journal of Strategic Marketing, 14(March), 11-18, 2006.
  • [26] Adamson G, Pine J, Van Steenhoven T, Kroupa J. “How Storytelling Can Drive Strategic Change”. Strategy & Leadership, 34(1), 36-41, 2006.
  • [27] Kozinets RV, Valck De K, Wojnicki AC, Wilner SJS. “Networked Narratives: Understanding Word-Of-Mouth Marketing in Online Communities”. Journal of Marketing, 74(2), 71-89, 2010.
  • [28] Lundqvist A, Liljander V, Gummerus J. “The İmpact of Storytelling on the Consumer Brand Experience: The Case of A Firm-Originated Story”. J Brand Manag, 20, 283-297, 2013.
  • [29] Escalas JE. “Imagine Yourself in the Product: Mental Simulation, Narrative Transportation, and Persuasion”. Journal of Advertising, 33(2), 37-48, 2004.
  • [30] Vargo SL, Lusch RF. “Service-Dominant Logic: Further Evolution”. Journal of the Academy of Marketing Science, 36(1), 1-10, 2004.
  • [31] Júnior JRDO, Limongi R, Lim WM, Eastman JK, Kumar S. “A Story to Sell: the Influence of Storytelling on Consumers' Purchasing Behavior”. Psychology & Marketing, 40(2), 239-261, 2023.
  • [32] McDonald JK. “Imaginative İnstruction: What Master Storytellers can Teach İnstructional Designers”. Educational Media International, 46(2), 111-122, 2009.
  • [33] Delgado-Ballester E, Fernández-Sabiote E. ““Once upon a brand”: Storytelling practices by Spanish brands”. Spanish Journal of Marketing-ESIC, 20(2), 115-131, 2016.
  • [34] Escalas JE. “Narrative processing: Building consumer connections to brands”. Journal of consumer psychology, 14(1-2), 168-180, 2004.
  • [35] Woodside AG, Sood S, Miller KE. “When consumers and brands talk: Storytelling theory and research in psychology and marketing”. Psychology & Marketing, 25(2), 97-145, 2008.
  • [36] Berksü ZÖ. “Chanel bir marka hikayesi”. https://www.oggusto.com/moda/markalar-ve-tasarimcilar/chanel-bir-marka-hikayesi. (11.12.2024).
  • [37] Vogler C. The Writer's journey. California, USA, Michael Wiese Productions, 2007.
  • [38] Girişimci Gazetesi. “Coco Chanel ve Başarı Hikayesi”. https://www.girisimcigazetesi.com/coco-chanel-ve-basari-hikayesi-188 (11.12.2024).
  • [39] Vikipedi. “Coco Chanel”. https://tr.wikipedia.org/wiki/Coco_Chanel (11.12.2024).
  • [40] Chanel. “Inside Chanel”. https://www.chanel.com/tr/about-chanel/hikayeler/ (11.12.2024).
  • [41] Gilliam DA, Zablah AR. “Storytelling during retail sales encounters”. Journal of Retailing and Consumer Services, 20(5), 488-494, 2013.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Ürün ve Marka Yönetimi
Bölüm Araştırma Makaleleri
Yazarlar

Elif Kara 0000-0001-6321-416X

Proje Numarası -
Yayımlanma Tarihi 28 Temmuz 2025
Gönderilme Tarihi 9 Mart 2025
Kabul Tarihi 6 Haziran 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 5 Sayı: 2

Kaynak Göster

APA Kara, E. (2025). Marka iletişiminde hikâye kullanımı: Chanel örneği. Disiplinlerarası Yenilik Araştırmaları Dergisi, 5(2), 170-180. https://doi.org/10.56723/dyad.1654078
AMA Kara E. Marka iletişiminde hikâye kullanımı: Chanel örneği. Disiplinlerarası Yenilik Araştırmaları Dergisi. Temmuz 2025;5(2):170-180. doi:10.56723/dyad.1654078
Chicago Kara, Elif. “Marka iletişiminde hikâye kullanımı: Chanel örneği”. Disiplinlerarası Yenilik Araştırmaları Dergisi 5, sy. 2 (Temmuz 2025): 170-80. https://doi.org/10.56723/dyad.1654078.
EndNote Kara E (01 Temmuz 2025) Marka iletişiminde hikâye kullanımı: Chanel örneği. Disiplinlerarası Yenilik Araştırmaları Dergisi 5 2 170–180.
IEEE E. Kara, “Marka iletişiminde hikâye kullanımı: Chanel örneği”, Disiplinlerarası Yenilik Araştırmaları Dergisi, c. 5, sy. 2, ss. 170–180, 2025, doi: 10.56723/dyad.1654078.
ISNAD Kara, Elif. “Marka iletişiminde hikâye kullanımı: Chanel örneği”. Disiplinlerarası Yenilik Araştırmaları Dergisi 5/2 (Temmuz 2025), 170-180. https://doi.org/10.56723/dyad.1654078.
JAMA Kara E. Marka iletişiminde hikâye kullanımı: Chanel örneği. Disiplinlerarası Yenilik Araştırmaları Dergisi. 2025;5:170–180.
MLA Kara, Elif. “Marka iletişiminde hikâye kullanımı: Chanel örneği”. Disiplinlerarası Yenilik Araştırmaları Dergisi, c. 5, sy. 2, 2025, ss. 170-8, doi:10.56723/dyad.1654078.
Vancouver Kara E. Marka iletişiminde hikâye kullanımı: Chanel örneği. Disiplinlerarası Yenilik Araştırmaları Dergisi. 2025;5(2):170-8.
 Kapak Resmi İndir