Narrative versus Non-Narrative IP: Their Divergent Impacts on Purchase Intentions

College of International Business, Liaoning Normal University-Missouri State University, 116029 Liaoning, China

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Abstract

With the rise of co-branded, how to select the right IP has become a key issue for businesses; however, existing research has yet to adequately explore the differentiation between “narrative IP” and “non-narrative IP.” Therefore, this study compared narrative and non-narrative dimensions, introduced emotional response as a mediating variable, and employed a one-factor, two-level (narrative IP vs. non-narrative IP) between-groups experimental design. Using blind box collectibles as the experimental carrier, a questionnaire was posted on the Credamo platform and randomly divided into narrative and non-narrative groups for data collection, followed by analysis of the questionnaire data. Thus conducting research on the impact of "narrative" and "non‑ narrative" IP on consumers' consumption behavior. The results show that “narrative” IPs significantly increase consumers’ willingness to purchase co-branded products compared to “non-narrative” IPs. In addition, emotional responses are full mediation of consumers’ purchase intention how the two types of IP influence. This study shows that emotional resonance from narrative transportation is the key mechanism that encourages consumers to buy co-branded products. It enriches current research on IP co-branded and consumer behavior, and provied clear theoretical and practical suggestions for brands which want to choose IP partners and make marketing decisions.