连续剧式微电影对消费者品牌态度的影响研究

Impact of Serial Microfilms on Consumer’s Brand Attitude

本文分析连续剧式微电影的艺术特性,研究连续剧式微电影与品牌态度的关系,并从品牌认知、品牌情感和品牌行为三个层面上进一步探讨连续剧式微电影对品牌态度的影响,发现其影响主要体现在理性诉求先导、情感诉求主导和刺激反应方面。其中,品牌情感是品牌态度中最关键、起支配性作用的组成部分,因此要形成或转变消费者的品牌态度,应该重视通过品牌传播方式建立品牌与消费者的情感联系,连续剧式微电影则是建立二者情感联系最合适有效的载体。

This article studies the artistic characteristics of serial microfilms and its relationship with brand attitudes.It also explores the influence of serial microfilms on the brand attitudes from three angles including the brand recognition,brand emotion and brand behavior.It finds that their impact is seen in rational appeal,emotional appeal and stimulus response.Among them,the brand emotion is the most critical and dominant component of brand attitude.Brand emotion is the critical and dominant element.Therefore,in order to shape or change the consumer＇s brand attitude,it is imperative to establish the emotional connections between the brand and consumers through brand communication.Serial microfilm is the most appropriate and effective bridge between the two.