In the current cluttered context, delivering brand communication competently to the intended target audience is a big challenge. Given the multiple options available in terms of brands and channels, creating the right impact is a tough call. One format which has emerged in recent times is long-duration storytelling. As a creative strategy, the format is gaining an immense prominence primarily due to its potential to hold audiences and leave an enduring impact on their minds. The trend also shows that brands embracing storytelling are moving beyond the traditional 30- and 45-s duration, resorting to longer formats of more than 60 s. Though there is some research on the ability of brand elements and other factors like culture and family influencing customer attitudes through storytelling, marketers also try to influence behaviour by adding elements of storytelling that demand realism, conciseness, reversal, humour and personal relevance. Yet, despite recent advances, there is limited research on long-format storytelling beyond 60 s. This study aims at investigating factors that can influence the retention ability of brands in commercials above 60 s. The outcome is significant from a practical perspective as it endeavours to assist brand and media practitioners in leveraging the factors that truly matter for enhancing the efficacy of long-duration storytelling above 60 s.

中文翻译：

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长期叙事：影响品牌保留能力的因素研究

在当前混乱的情况下，要向目标目标受众有效地传达品牌传播是一个巨大的挑战。考虑到品牌和渠道方面的多种选择，要产生正确的影响是一个艰难的要求。最近出现的一种格式是长时叙事。作为一种创新策略，这种格式之所以受到广泛关注，主要是因为它具有吸引观众并对其思想产生持久影响的潜力。这种趋势还表明，采用讲故事的品牌已经超越了传统的30秒和45秒持续时间，而采用了60秒以上的更长格式。尽管对品牌元素和其他因素（例如文化和家庭）通过讲故事影响客户态度的能力进行了一些研究，营销人员还试图通过添加讲故事的元素来影响行为，这些元素要求现实，简洁，逆转，幽默和个人相关性。然而，尽管最近取得了进展，但有关60 s以上的长格式故事讲述的研究仍然有限。这项研究旨在调查可能影响品牌在60 s以上的广告中的保留能力的因素。从实践的角度来看，这一结果意义重大，因为它致力于帮助品牌和媒体从业人员充分利用真正重要的因素来增强60秒以上的长期叙事的有效性。这项研究旨在调查可能影响品牌在60 s以上的广告中的保留能力的因素。从实践的角度来看，这一结果意义重大，因为它致力于帮助品牌和媒体从业人员充分利用真正重要的因素来增强60秒以上的长期叙事的有效性。这项研究旨在调查可能影响品牌在60 s以上的广告中的保留能力的因素。从实践的角度来看，这一结果意义重大，因为它致力于帮助品牌和媒体从业人员充分利用真正重要的因素来增强60秒以上的长期叙事的有效性。