THE IMPACT OF STORYTELLING ON LUXURY BRAND EQUITY

This secondary research paper systematically explores the role of storytelling as a strategic driver of luxury brand equity. Physical scarcity, conspicuous consumption and heritage are no longer the main tools in luxury brand management. Today, it is more and more about narrative strategies to communicate authenticity, justify premium pricing and generate symbolic resonance. This paper combines the core frameworks such as Keller’s Customer-Based Brand Equity model, Aaker’s Brand Equity framework, Green and Brock\'s Narrative Transportation Theory, and Spence’s Signalling Theory. It utilises secondary empirical and theoretical literature published in leading marketing and business research journals from 2000 to 2026. The synthesis indicates that the narrative dimensions, founder genesis myths, heritage preservation, artisanal craftsmanship and cultural patronage are significant contributors to perceived quality, brand loyalty, emotional attachment and price premium tolerance. Moreover, the analysis also considers the paradox of traditional exclusivity versus modern digital transmedia dissemination. The analysis discusses how luxury brands manage digital platforms without compromising brand prestige. Finally, new trends including hyper-personalised artificial intelligence narratives, immersive virtual heritage environments and ethical provenance storytelling are reviewed. The paper ends with action-oriented strategic recommendations for managers of luxury brands and outlines key directions for future empirical investigation. Keywords: Luxury Brand Equity, Brand Storytelling, Narrative Transportation Theory, Heritage Marketing, Brand Authenticity, Customer-Based Brand Equity, Transmedia Storytelling.