Portal de Periódicos da CAPES

Brewing Narratives

2024; IGI Global; Linguagem: Inglês

10.4018/979-8-3693-3326-6.ch007

2327-5529

Sara Cerqueira Pascoal, Rosa Mesquita,

Consumer Behavior in Brand Consumption and Identification

This chapter delves into the intricate relationship between storytelling, branding, and community impact, using the renowned Portuguese brand Delta Cafés as a focal point. Founded by visionary entrepreneur Rui Nabeiro, Delta Cafés has become deeply ingrained in the socio-economic and cultural fabric of Campo Maior in southern Portugal. Through a literary analysis of the novelized biography Almoço de Domingo by José Luís Peixoto, and the semiotic approach of two ad campaigns where Rui Nabeiro is the protagonist, this chapter explores how personal stories intersect with brand identity, resonating authentically with consumers. Case studies of Delta Cafés' strategic use of storytelling in branding, particularly in commemorating Rui Nabeiro's 90th birthday, illustrate how narrative builds emotional connections, fosters brand loyalty, and enhances consumer engagement. Overall, this study provides a comprehensive exploration of storytelling's role in branding and its impact on communities, using Delta Cafés as a prime example.