Methodology: A survey of 500 people was conducted on their latest brand story engagement using an organised online format. Data were analyzed through SEM and CFA tests to verify our measurement scales. Established measurement scales were adopted from published research to assess DBS (five items), PV (four items), and PI (three items) using a 5-point response scale.

Results: The results demonstrate that digital brand storytelling significantly enhances both perceived value and purchase intention. Specifically, storytelling was found to have a strong positive effect on perceived value (β = 0.63, p<0.001), while perceived value in turn, significantly predicted purchase intention (β = 0.56, p<0.001). Moreover, a direct positive relationship between DBS and PI (β = 0.48, p<0.001) was observed.

Significance: The study shows that affordable luxury brands should dedicate resources to building real and effective digital stories to serve their customers. Adding storytelling methods helps brands gain customer trust and improves their financial value, leading to higher sales success.