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Dowon CHAE; Melanie SARANTOU

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This study investigates how cultural storytelling in perfume brand collaborations fosters emotional connection between consumers and brands. While prior research identifies “culture” as a key success factor in collaborations, the specific mechanisms by which cultural storytelling strengthens consumer brand relationships remain underexplored. To address this gap, the study develops a theoretical framework focusing on three mediating mechanisms: identity congruence (IC), sensory coupling (SC), and narrative coherence (NC). A qualitative multiple-case design was employed, analyzing three high-profile collaborations—Baccarat Rouge 540 (Maison Francis Kurkdjian × Baccarat), Another 13 (Le Labo × Another Magazine), and Eau Triple Iris de Malte (Buly 1803 × Louvre Museum). Data sources included brand-owned archives, campaign materials, social media content, and four expert interviews. Thematic analysis involved deductive coding of data into IC, SC, and NC, followed by cross-case comparison to identify recurring activation patterns. Findings show that cultural storytelling activates IC, SC, and NC in distinct ways across cases, jointly fostering emotional connection. However, these mechanisms did not emerge automatically. Their effectiveness depended on recurring managerial choices—partner fit, story-first design, and multi-channel experience—which were inductively derived as managerial levers. Conceptually, the study clarifies the mediating mechanisms linking cultural storytelling to emotional connection in a scent-led category. Practically, it provides brand managers with an empirically grounded framework for designing collaborations that extend beyond product function to cultivate loyalty and enhance willingness to pay.

Keywords:

Cultural storytelling, Emotional connection, Collaborative marketing, Perfume brands, Brand identity