故事设计模式对消费者品牌态度的影响

The Impact of Story Design Mode on Consumers’Brand Attitude

品牌讲述消费者故事已经成为企业故事营销活动的新趋势。然而,先前研究集中于品牌如何使用品牌故事来增强营销效果,鲜有研究探索如何使用以消费者为主体的故事进行沟通这一问题。本研究聚焦于品牌讲述消费者故事的情境,通过两项基于真实品牌的二手数据研究和两项实验研究,探索了故事设计模式中的两大要素——情节真实性和主体相似性对品牌态度的影响作用。研究表明消费者故事的情节真实性增加了消费者的品牌态度,而故事主体与受众的相似性弱化了这一效应,在此过程中,受众对故事的自我想象流畅性起到了中介作用。此外,本研究发现受众对品牌的象征性价值(vs.功能性价值)的关注,削弱了故事主体相似性和故事情节真实性的交互作用对受众的自我想象流畅性以及品牌态度的影响。本研究的发现丰富了现有故事营销和品牌沟通的相关研究,为品牌讲述消费者故事的方式方法提供了指导,具有丰富的理论贡献和管理启示。

Telling consumer stories increasingly becomes a popular trend for brands.Prior research has mainly focused on brand storytelling(i.e,brands tell their own stories),but the answer to the question of how brands tell consumer sto­ries is unclear.This study focuses on the context of "brands telling consumer stories".Through lab experiments and studies with secondary data collected from real brand communities,the current research has found that the perceived authenticity of a story positively affects consumer brand attitude,and audience-protagonist similarity moderates this ef­fect.Specifically,a true story leads to a more positive brand attitude than a fictional story.However,when the protago­nist of a story is similar to its audience,the impact of authenticity on brand attitude will be no longer significant.Moreover,this research has identified consumers'self—imagery as a mechanism explaining the effects above.Further­more,this research has found that the effects will be attenuated for consumers with a brand symbolic value focus(vs.functional value focus).This research enriches the results in the field of story marketing and brand communication,and provide a new strategy for brands to communicate with consumers through telling consumers stories,which offers important theoretical contributions and management implications.