Publicação
The influence of brand stories on consumers’ brand attitudes under the internet background
| Resumo: | Story is a method of brand marketing. The theory of brand marketing and the successful brand story marketing of many enterprises prove that brand story plays a key role in brand marketing. Due to the unique drama, conflict and communication of the story, it can effectively and sustainably seize people s hearts, so it has become the favorite of the communication between enterprises and consumers. In reality, due to the differences between Chinese and Western cultures and domestic and foreign markets, the needs for character setting and emotional color of brand stories are not uniform, so the theoretical and practical achievements of foreign brand story marketing are no t necessarily applicable to the story marketing of Chinese brands. The past marketing practice has proved the importance of brand story marketing, so it is necessary to build a set of theoretical framework including story design logic and element arrangement, in order to provide theoretical support for brand story marketing practice. Based on this, from the perspective of the constituent elements and characteristics of brand stories, this study discusses the influence of characters and event Settings in brand stories on consumers brand attitudes. Specifically, the following research hypotheses are verified and analyzed through laboratory experiments. (1) Brand story features affect brand attitudes through the mediating variables of imagination fluency, self brand connection and story involvement (2) The influence of brand story features on brand attitude occurs through the double mediating chain of imagination fluency and self brand connection (3) Consumer value perception plays a moderating role in the effect of brand story features on brand attitudes through the fluency of imagination (4) The moderating effect of consumers self worth perception on the chain dual mediation model composed of brand story features, imagination fluency, self brand connection and brand attitude. The research results of this thesis can provide theoretical basis and management enlightenment for enterprises to design brand stories and attract consumers through story marketing. |
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| Autores principais: | Wang Hanwu |
| Assunto: | Brand story Brand story characteristics Brand attitude Double mediation chain História da marca Características da história da marca Atitude de marca Modelo de dupla mediação chain |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Story is a method of brand marketing. The theory of brand marketing and the successful brand story marketing of many enterprises prove that brand story plays a key role in brand marketing. Due to the unique drama, conflict and communication of the story, it can effectively and sustainably seize people s hearts, so it has become the favorite of the communication between enterprises and consumers. In reality, due to the differences between Chinese and Western cultures and domestic and foreign markets, the needs for character setting and emotional color of brand stories are not uniform, so the theoretical and practical achievements of foreign brand story marketing are no t necessarily applicable to the story marketing of Chinese brands. The past marketing practice has proved the importance of brand story marketing, so it is necessary to build a set of theoretical framework including story design logic and element arrangement, in order to provide theoretical support for brand story marketing practice. Based on this, from the perspective of the constituent elements and characteristics of brand stories, this study discusses the influence of characters and event Settings in brand stories on consumers brand attitudes. Specifically, the following research hypotheses are verified and analyzed through laboratory experiments. (1) Brand story features affect brand attitudes through the mediating variables of imagination fluency, self brand connection and story involvement (2) The influence of brand story features on brand attitude occurs through the double mediating chain of imagination fluency and self brand connection (3) Consumer value perception plays a moderating role in the effect of brand story features on brand attitudes through the fluency of imagination (4) The moderating effect of consumers self worth perception on the chain dual mediation model composed of brand story features, imagination fluency, self brand connection and brand attitude. The research results of this thesis can provide theoretical basis and management enlightenment for enterprises to design brand stories and attract consumers through story marketing. |
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