A Study on the Construction of Brand Storytelling and the Emotional Connection of Generation Z

Abstract

This study explores the characteristics and effects of Chow Tai Fook’s (CTF) brand storytelling, as well as the current situation and trend of Generation Z’s (Gen Z) emotional connection to the brand. The results show that CTF’s brand storytelling is unique and able to attract the attention of Gen Z. Gen Z has high awareness and emotional connection to CTF, and most of them highly recognize the importance of the background of the brand story. In terms of willingness to buy, a significant proportion of respondents believe that brand storytelling is one of the reasons why they buy jewelry and precious metal products, and that brand storytelling and creation are more appealing to consumers than simple sales pitches. Emotional resonance, uniqueness, quality assurance and social responsibility, and lifestyle leadership were all seen as important factors in terms of brand cultural characteristics. As for story construction, compelling plot construction and authentic and believable content presentation are the most significant attractions for Gen Z consumers, while all other aspects have significant impacts as well.