THE INTEGRATION OF FAMILY BUSINESS UNIQUENESS AND LOCAL IDENTITY IN STORYTELLING TO CREATE AN EMOTIONAL CONNECTION WITH CUSTOMERS
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Abstract
This research had the objectives to study methods for integrating the identity of family businesses and local identity into the marketing storytelling process, thereby creating an emotional attachment with customers. A qualitative case study approach was employed, focusing on four family-owned agricultural businesses in Lop Buri Province: Chanok Farm, Baan Suan Thanakorn, Yodkhao Bakery, and Uncle On Fresh Vegetables. Data were collected through in-depth interviews, document analysis, and field observations. Content analysis was then used to verify marketing storytelling according to key variables, including family business identity, local identity, integration mechanisms, and customer emotional attachment. The findings revealed three types of storytelling approaches: (1) the founder and succession stories reflecting family values; (2) the stories that integrate family values—such as perseverance, honesty, and intergenerational inheritance—with local identity, such as raw materials and community culture; and (3) the stories about problem-solving and production innovations. The integration of family and local identities occurred across the content, form, and experiential levels, resulting in customer trust, empathy, and loyalty expressed through repeated purchases, words-of-mouth, and participation in business activities. These findings are consistent with theories of marketing storytelling and prior research on family businesses and local identity. Furthermore, the study offers a new perspective, suggesting that extending storytelling into customers’ direct experiences is a key factor that makes stories powerful and sustainable.
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