示弱还是示强:品牌故事类型影响消费者品牌态度的双重路径模型

Underdog or Top Dog:A Dual Path Model of Brand Biography Types on Consumers’Brand Attitudes

品牌故事是企业与消费者沟通的重要营销方式之一,示弱型和示强型的品牌故事哪种更能唤起消费者好感和取得消费者信任呢?消费者对不同类型品牌故事的感知和态度存在怎样的差异呢?本研究通过三个实验探讨了示弱和示强类型的品牌故事对消费者品牌态度影响的双重路径机制和作用边界。研究发现,激励感知和能力感知在品牌故事类型和消费者品牌态度中发挥了中介作用。与示强型品牌故事相比,示弱型品牌故事会增强消费者对品牌的激励感知;而与示弱型品牌故事相比,示强型品牌故事会增强消费者对品牌的能力感知。此外,本研究还进一步探索了消费者的内隐人格和品牌历史的调节作用。本研究结论丰富了品牌故事的理论发现,为企业品牌故事的设计和营销策略的制定提供了重要的实践启示。

Brand biography is one of the important marketing ways for enterprises to communicate with consumers.Is a underdog brand biography more likely to arouse consumers`goodwill,or a top dog brand biography more likely to win consumers`trust?Are there differences in consumers`perceptions and attitudes towards dif-ferent types of brand biographies?In this study,three experiments are conducted to explore the dual path mechanism and boundary of the influence of underdog and top dog brand biographies on consumers`brand attitudes.It is found that perceived inspiration and perceived competence play a mediating role in brand biography type and consumers`brand attitude.Compared with top dog brand biographies,underdog brand biographies can enhance consumers`perceived inspiration,while top dog brand biographies can enhance consumers`perceived competence.In addition,the moderating ef-fects of consumers`implicit mindsets and brand history are further explored.This study enriches the theoretical findings of brand biog-raphies and provided important practical implications for the design of brand biographies and the formulation of marketing strategy.