Brand storytelling used by the Irish food and drink industry advertisements

Abstract

The purpose of this study was to investigate consumer’s perceptions on brand-storytelling executed in Irish food and drink industry advertisements. This aim of this study was to investigate the perception of consumers from Dublin, Ireland. The researcher conducted four focus groups as part of this study. The focus group discussions allowed the researcher to determine an in-depth knowledge about the opinions and perception of the participants. The data was collected and analyzed using thematic analysis. The results of this research show that Irish food and drink industry advertisements executed using story-telling may create brand-loyalty, purchase intention and a positive consumer perception. The study also shows that Irish consumers connect better with the Irish food and drink brand stories compared to other participants.