Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions
Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions
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分享消费者的品牌故事：消费者的品牌故事通过情感和认知影响品牌态度
DOI：
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发表时间：
2021
期刊：
影响因子：
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通讯作者：
A. D. Bhappu
中科院分区：
文献类型：
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作者：
J. Hong;Jie Yang;Barbara Ross Wooldridge;A. D. Bhappu
目的
品牌故事已被发现是一种有效的营销工具。与品牌故事源于企业不同，消费者的品牌故事是由消费者创造、发展和分享的。本研究旨在探讨消费者的品牌故事是否会导致更好的品牌评价，并比较其对消费者认知和情感的影响，由一个公司产生的品牌故事。
设计/方法/方式
三个实验进行了测试的假设。在研究1中，采用了2（故事：消费者的品牌故事与公司的品牌故事）× 2（产品：咖啡店与航空公司里程计划）的受试者间设计。研究2和3复制了研究1，并研究了使用不同品牌的结构的不同测量。此外，还进行了调解分析。
结果
结果表明，消费者的品牌故事增加了良好的品牌态度。消费者呈现更深的认知加工和更高的经验丰富的积极情绪，当他们阅读消费者的品牌故事相比，公司创建的品牌故事，导致更有利的品牌态度。
独创性/价值
目前还缺乏实证研究，调查消费者的品牌故事是如何不同的企业创造的品牌故事，以及消费者的品牌故事如何影响品牌态度。本研究通过澄清消费者如何对消费者的品牌故事进行反应来扩展文献，并通过探索消费者的认知和情感对品牌故事效果的潜在机制来评估品牌。
Purpose
Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers. This research aims to examine whether consumers’ brand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm.
Design/methodology/approach
Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumers’ brand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted.
Findings
The results show that consumers’ brand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude.
Originality/value
There is a lack of empirical research investigating how consumers’ brand storytelling is different from brand stories created by firms, and how consumers’ brand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumers’ brand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.
影响因子：
7.6
作者：
Larsen,RJ;Diener,E;Cropanzano,RS
通讯作者：
Cropanzano,RS