The role of emotional storytelling in luxury brand value perception
This survey is conducted as part of a Master’s thesis and examines the role of emotional storytelling in luxury branding. The objective is to identify which emotional storytelling dimensions are most important to consumers when evaluating luxury brands. The findings will be used to systematically compare luxury brand campaigns in order to determine the most effective emotional storytelling strategy.
Disclaimer about the term "luxury"
For the purpose of this study, luxury refers to high-end products or brands that combine premium quality and exclusivity with symbolic and emotional value, such as status, heritage, and personal identity.
Participant Information and Consent
Thank you for your interest in participating in this research.
The survey takes approximately 3–5 minutes to complete. Participation is entirely voluntary, and you may withdraw at any time by closing your browser window without providing a reason.
All responses are anonymous. No personally identifiable information will be linked to your answers unless a specific question explicitly requests it.
If you accessed this survey using an identification code, please note that the code is stored separately and is used only to track survey completion. It cannot be matched to your responses.
All collected data will be used strictly for academic purposes and processed in accordance with the General Data Protection Regulation (GDPR). Data will be analyzed in aggregated form only.
If you have any questions regarding this study, please contact:
Lea Naus
2410342908@stud.fh-kufstein.ac.at
By clicking “Next,” you confirm that you have read and understood the information above and agree to participate in this study.
There are 31 questions in this survey.
