How to Align your Brand Stories with Your Products

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題名:	How to Align your Brand Stories with Your Products
作者:	謝依靜;Chiu, Hung-Chang;Hsieh, Yi-Ching;Kuo, Yi-Chu
貢獻者:	管理學院資訊管理學系
關鍵詞:	Advertising;Attitudes;Authenticity;Beziehungsmarketing;Brand story;Brands;Communication;Competition;Competitive advantage;Consumer attitudes;Consumers;Customers;Experience products;Kommunikation;Konsumentenverhalten;Markenimage;Marketing;Narrative advertising;Narrative Methode;Narratives;Purchase intention;Retailing industry;Search products;Skin care products;Storytelling;Studies;Writers
日期:	2012-06-01
上傳時間:	2026-04-23 13:39:14 (UTC+8)
出版者:	Elsevier BV;Greenwich: Elsevier Inc
摘要:	摘要： [Display omitted] ► We provide brand story elements for brand building. ► We compare the effects of brand story elements between search and experience products. ► We provide guidelines for the alignment of the brand story elements with the product types. The role of stories and their influence on communication have been widely discussed, yet despite recent advances, the elements that constitute a good brand story and their alignment with product types remain unclear. This study uses four between-subjects experiments to test hypotheses pertaining to the appropriate stories for both search and experience products. Authenticity, conciseness, reversal, and humor are generally useful in engaging readers, though brand story elements influence customer attitudes differently for search versus experience products. Authenticity is more important for experience than search products; conciseness has a significant influence on brand attitude only for search products; reversal is more critical to improve brand attitude for experience than search products; and humor exerts a relatively greater influence for search than for experience products. These findings provide insights for marketers who want to design brand stories that align with their products. 出版者： Greenwich: Elsevier Inc 出版日期： 2012-06-01 出處： Journal of retailing, 2012-06, Vol.88 (2), p.262-275 資源來源： ABI/INFORM Collection 版權： 2012 New York University 版權： Copyright © 2012 New York University. 識別號： ISSN: 0022-4359 識別號： EISSN: 1873-3271 識別號： DOI: 10.1016/j.jretai.2012.02.001 識別號： CODEN: JLREA3
顯示於類別:	[資訊管理學系] 期刊論文

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