{"id":"https://openalex.org/W4352991013","doi":"https://doi.org/10.34044/j.kjss.2023.44.1.32","title":"Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis","display_name":"Brand storytelling techniques arousing emotional bonds in different customer groups based on cluster analysis","publication_year":2023,"publication_date":"2023-01-01","ids":{"openalex":"https://openalex.org/W4352991013","doi":"https://doi.org/10.34044/j.kjss.2023.44.1.32"},"language":"en","primary_location":{"id":"doi:10.34044/j.kjss.2023.44.1.32","doi":"https://doi.org/10.34044/j.kjss.2023.44.1.32","is_oa":true,"landing_page_url":"https://doi.org/10.34044/j.kjss.2023.44.1.32","pdf_url":"https://kasetsartjournal.ku.ac.th/downloadFile.aspx?param=bWVkaWFJRD03NTc2","source":{"id":"https://openalex.org/S4210225806","display_name":"Kasetsart Journal of Social Sciences","issn_l":"0125-8370","issn":["0125-8370","2452-3151"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Kasetsart Journal of Social Sciences","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://kasetsartjournal.ku.ac.th/downloadFile.aspx?param=bWVkaWFJRD03NTc2","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5069572624","display_name":"Sirirat Kosakarika","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I198105771","display_name":"Kasetsart University","ror":"https://ror.org/05gzceg21","country_code":"TH","type":"education","lineage":["https://openalex.org/I198105771"]}],"countries":["TH"],"is_corresponding":true,"raw_author_name":"Kosakarika, Sirirat","raw_affiliation_strings":["Department of Marketing, Faculty of Business Administration, Kasetsart University, Chatuchak, Bangkok 10900, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing, Faculty of Business Administration, Kasetsart University, Chatuchak, Bangkok 10900, Thailand","institution_ids":["https://openalex.org/I198105771"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5069572624"],"corresponding_institution_ids":["https://openalex.org/I198105771"],"apc_list":null,"apc_paid":null,"fwci":1.1078,"has_fulltext":true,"cited_by_count":7,"citation_normalized_percentile":{"value":0.81487047,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":96},"biblio":{"volume":"44","issue":"1","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.8931000232696533,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.8931000232696533,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.0575999990105629,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.021700000390410423,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-storytelling","display_name":"brand storytelling","score":0.996999979019165},{"id":"https://openalex.org/keywords/affective-relationships","display_name":"affective bonds","score":0.7400000095367432},{"id":"https://openalex.org/keywords/customer-segmentation","display_name":"customer segmentation","score":0.7739999890327454},{"id":"https://openalex.org/keywords/customer-groups","display_name":"customer groups","score":0.6240000128746033},{"id":"https://openalex.org/keywords/customer-demographics","display_name":"consumer demographics","score":0.5},{"id":"https://openalex.org/keywords/market-segmentation","display_name":"market segmentation","score":0.45500001311302185}],"concepts":[{"id":"https://openalex.org/C2776538412","wikidata":"https://www.wikidata.org/wiki/Q989963","display_name":"Storytelling","level":3,"score":0.8216370344161987},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6424763202667236},{"id":"https://openalex.org/C164866538","wikidata":"https://www.wikidata.org/wiki/Q367351","display_name":"Cluster (spacecraft)","level":2,"score":0.5500262975692749},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.38807299733161926},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.22063881158828735},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.11066299676895142},{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.10434907674789429},{"id":"https://openalex.org/C124952713","wikidata":"https://www.wikidata.org/wiki/Q8242","display_name":"Literature","level":1,"score":0.05546268820762634},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.34044/j.kjss.2023.44.1.32","doi":"https://doi.org/10.34044/j.kjss.2023.44.1.32","is_oa":true,"landing_page_url":"https://doi.org/10.34044/j.kjss.2023.44.1.32","pdf_url":"https://kasetsartjournal.ku.ac.th/downloadFile.aspx?param=bWVkaWFJRD03NTc2","source":{"id":"https://openalex.org/S4210225806","display_name":"Kasetsart Journal of Social Sciences","issn_l":"0125-8370","issn":["0125-8370","2452-3151"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Kasetsart Journal of Social Sciences","raw_type":"journal-article"},{"id":"pmh:oai:so04.tci-thaijo.org:article/264476","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/kjss/article/view/264476","pdf_url":"https://so04.tci-thaijo.org/index.php/kjss/article/download/264476/178837","source":{"id":"https://openalex.org/S4210225806","display_name":"Kasetsart Journal of Social Sciences","issn_l":"0125-8370","issn":["0125-8370","2452-3151"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2452-3151","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.34044/j.kjss.2023.44.1.32","doi":"https://doi.org/10.34044/j.kjss.2023.44.1.32","is_oa":true,"landing_page_url":"https://doi.org/10.34044/j.kjss.2023.44.1.32","pdf_url":"https://kasetsartjournal.ku.ac.th/downloadFile.aspx?param=bWVkaWFJRD03NTc2","source":{"id":"https://openalex.org/S4210225806","display_name":"Kasetsart Journal of Social Sciences","issn_l":"0125-8370","issn":["0125-8370","2452-3151"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Kasetsart Journal of Social Sciences","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[{"id":"https://openalex.org/F4320322722","display_name":"Kasetsart University","ror":"https://ror.org/05gzceg21"}],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4352991013.pdf","grobid_xml":"https://content.openalex.org/works/W4352991013.grobid-xml"},"referenced_works_count":10,"referenced_works":["https://openalex.org/W60232868","https://openalex.org/W605543989","https://openalex.org/W1494758374","https://openalex.org/W2752060276","https://openalex.org/W2919695301","https://openalex.org/W3097821167","https://openalex.org/W3108999431","https://openalex.org/W3129364322","https://openalex.org/W4243273753","https://openalex.org/W6987358783"],"related_works":["https://openalex.org/W2346436821","https://openalex.org/W4206974259","https://openalex.org/W4411190386","https://openalex.org/W4407075632","https://openalex.org/W4311140163","https://openalex.org/W4411678305","https://openalex.org/W2894521790","https://openalex.org/W3172056071","https://openalex.org/W3193169385","https://openalex.org/W2805065930"],"abstract_inverted_index":{"This":[0],"research":[1],"study":[2,22,32,46,54],"on":[3,15,168],"brand":[4,25,55,124,133,136,139,143,170],"storytelling":[5,26,56,125,145,172,176],"techniques":[6,27,57,126,148],"arousing":[7,28,58],"emotional":[8,29,59],"bonds":[9,60],"in":[10,36,61],"different":[11],"customer":[12],"groups":[13,42],"based":[14],"Cluster":[16,95],"Analysis":[17],"was":[18],"conducted":[19],"to:":[20],"(1)":[21],"the":[23,100,123,147,160,164,169],"present":[24],"bonds;":[30],"(2)":[31],"demographic":[33],"characteristics":[34],"applied":[35],"market":[37],"sharing":[38],"or":[39],"segmenting":[40],"consumer":[41],"at":[43],"present;":[44],"(3)":[45],"behavior":[47,131,153],"patterns":[48],"of":[49,64,102],"product":[50],"purchase;":[51],"and":[52,86,94,105,110,114,142],"(4)":[53],"each":[62],"group":[63],"consumers.The":[65],"quantitative":[66],"data":[67,75],"were":[68,76,120],"collected":[69],"by":[70,78],"using":[71],"410":[72],"questionnaire":[73],"sets.The":[74],"analyzed":[77],"descriptive":[79],"analysis,":[80],"which":[81],"included":[82,91],"frequency,":[83],"percentage,":[84],"mean,":[85],"Standard":[87],"Deviation.The":[88],"inferential":[89],"statistics":[90],"Correlation":[92],"Analysis,":[93],"Analysis.The":[96],"results":[97],"indicated":[98],"that":[99],"purchase":[101],"essential,":[103],"quality":[104],"cost-effective":[106],"goods":[107,117],"(minimalist":[108],"seeker)":[109],"standardized,":[111],"right,":[112],"reliable,":[113],"friendly":[115],"environmental":[116],"(empowered":[118],"activist)":[119],"associated":[121,149],"with":[122,150],"less":[127],"than":[128,174],"other":[129,175],"buying":[130,152,156],"patterns.Meanwhile,":[132],"attribute":[134],"storytelling,":[135,138,141],"features":[137],"experiences":[140,171],"relations":[144],"deemed":[146],"several":[151],"patterns,":[154],"except":[155],"products":[157],"relating":[158],"to":[159],"conservative":[161],"homebody,":[162],"where":[163],"sample":[165],"would":[166],"focus":[167],"rather":[173],"techniques.":[177]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2023-03-23T00:00:00"}
