Global Brand Storytelling and Cultural Resonance: Narratives, Meaning Transfer, and Consumer Engagement Across Cultures

Abstract

Global brand storytelling has emerged as a powerful strategic tool for multinational firms seeking to build emotional connections, legitimacy, and long-term engagement across culturally diverse markets. Unlike functional brand communication, storytelling leverages narratives, symbols, characters, and values to convey meaning and purpose. However, stories that resonate deeply in one cultural context may fail—or even offend—in another. This paper examines how global brands construct, adapt, and localize storytelling to achieve cultural resonance while maintaining narrative coherence. Drawing on branding, cultural theory, narrative persuasion, and international marketing literature, the study proposes an integrative framework linking storytelling elements (plot, characters, authenticity, symbolism, and values) to cognitive, emotional, and behavioral consumer responses across cultures. The paper develops research propositions, outlines an empirical research design, and discusses managerial and ethical implications. By positioning cultural resonance as the mediating mechanism between storytelling and engagement, the study advances theory on global branding and offers actionable guidance for culturally sensitive brand communication..