TITLE:
Narrating Authenticity: A Qualitative Exploration of How Brand Storytelling Shapes Consumer Trust and Loyalty in Ghana’s Emerging Market
AUTHORS:
Ibrahim Ofosu-Boateng, Leyroy Muandumba Jose
KEYWORDS:
Brand Storytelling, Authenticity, Trust, Brand Loyalty, Emerging Markets, Ghana
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.9,
September
22,
2025
ABSTRACT: Purpose: The study explores how brand storytelling shapes consumer perceptions of authenticity, trust, and loyalty in Ghana’s emerging market, offering insight into narrative-based branding strategies in culturally rich but under-researched settings. Design/Methodology/Approach: A qualitative research design was employed using semi-structured interviews with 20 purposively selected Ghanaian consumers who regularly engage with both local and international brands. Data were analyzed thematically using NVivo to identify recurring patterns and underlying meanings in how participants interpret brand stories. Findings: The findings revealed that consumers perceive brand storytelling as authentic when it aligns with personal values, cultural context, and emotional resonance. Three core outcomes were identified: i. Authentic storytelling enhances consumer trust, ii. Narrative consistency fosters loyalty, and iii. Consumers form stronger emotional attachments to brands that reflect their identities. The study further highlights that culturally embedded and emotionally rich brand narratives are more effective in building enduring consumer-brand relationships. Practical Implications: The study offers actionable insights for brand managers and marketers on crafting culturally relevant, value-driven brand stories to deepen consumer trust and foster long-term loyalty in emerging markets. Originality/Value: The study contributes to the limited empirical research on brand storytelling in sub-Saharan Africa and introduces a culturally grounded understanding of authenticity-driven consumer behavior in branding.