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痛并快乐?品牌故事类型对消费者态度的影响研究 被引量:18

Suffering with Joyousness? The Impact of Brand Story Types on Consumer Attitudes
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摘要 企业如何更好地讲述品牌故事、传达品牌福祉一直是理论和实践关注的热点。企业或是通过展现愉快的体验,表达品牌为消费者谋取美好幸福生活的理念,或是通过展现实现目标的困难和努力,表达对生活价值和意义的追求,但这两种表达对消费者态度的影响效果仍未可知。本研究立足于幸福的快乐论与意义论,采用叙事传输理论来揭示不同类型的品牌幸福故事对消费者品牌偏好和口碑传播意愿的影响。研究发现:(1)不同品牌故事类型对消费者态度的影响效果不同,相比快乐故事,意义故事更能提升消费者态度;(2)品牌故事类型影响消费者态度的关键在于叙事传输机制;(3)叙事传输机制受消费者时间导向的调节,对于现在导向的消费者,上述作用发生反转,快乐故事(vs.意义故事)更能提升消费者的叙事传输。本研究的结论丰富了幸福感和品牌管理理论,为企业讲述品牌故事和开展幸福营销提供了启示。 In the current context of digital information overload and ad-blocking technologies, it has been a hot topic that how to tell a better brand story so as to convey brand well-being and meet consumers’ spiritual needs. Enterprises either convey the concept of seeking a happy life to consumers by showing pleasant experience, or highlight the meaningful aspects of life by juxtaposing a series of negative beliefs or facts with personal goal and achievement. The effect of these two types of brand story on consumer attitudes remains unknown. Integrating hedonia and eudaimonia, this research adopts the narrative transportation theory to reveal the effects of different types of brand story on consumers’ brand preference and word-of-mouth intention.Three studies were designed to test the hypothesis: Study 1 was conducted with a virtual hedonistic wine brand to explore the main effect of brand story types(happy story vs. meaningful story) on consumers’ brand preference and word-of-mouth intention and the mediating effect of narrative transportation, and to verify that narrative transportation further influences consumers’ word-of-mouth intention through brand preference;study 2 examined the moderating effect of temporal orientation through an experimental manipulation of a virtual stationery brand;study 3 examined the moderating effect of temporal orientation based on the perspective of personality traits, and excluded the alternative explanatory effect of cognitive fluency and the potential impact of masculinity.The studies were conducted by online questionnaire, and ANOVA analysis, regression analysis and bootstrap analysis were adopted. The empirical results show that meaningful stories can enhance consumer attitudes more than happy stories in which narrative transportation plays the role of mediator.This effect is moderated by consumers’ temporal orientation: For present-oriented consumers, the effect is reversed, with happy stories(vs. meaningful stories) better enhancing their narrative transportation.This r
作者 神铭钰 卫海英 毛立静 Shen Mingyu;Wei Haiying;Mao Lijing(School of Management,Jinan University,Guangzhou 510632,China;Guangzhou Brand Innovation and Development Research Base,Jinan University,Guangzhou 510632,China)
出处 《外国经济与管理》 CSSCI 北大核心 2021年第12期100-117,共18页 Foreign Economics & Management
基金 国家自然科学基金项目(71772077)。
关键词 幸福感 品牌故事 时间导向 叙事传输 品牌偏好 口碑传播意愿 well-being brand story temporal orientation narrative transportation brand preference word-of-mouth intention
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