Tia Joshi

Once Upon A Garment: The Psychological Impact of Storytelling Narratives on Consumer Engagement in Fashion Marketing is a quantitative exploration of how Reader status, Fictional genres, Nostalgia and Escapism levels impact the purchase intention and involvement levels of fashion consumers.

This thesis employs a multi-layered questionnaire design, incorporating demographic analysis, reading habits, behavioural responses to experimental stimuli, and established psychometric measures.

By exploring potential correlations and underlying patterns, the findings offer valuable insights for brands seeking to refine their marketing strategies and more effectively engage diverse consumer groups.