Meaningful brands and brand story

有意义的品牌和品牌故事

• 批准号: 2386776
• 金额: --
• 依托单位: Lancaster University
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2020
• 资助国家: 英国
• 起止时间: 2020 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2386776
• 关键词: Meaningful; brands; brand; story

Using generational cohort theory in the context of an iconic British brand, the aim of this research is to understand how brand heritage stories matter to consumers across generations. The findings will contribute novel insights with respect to understanding the consumer relevance of heritage brands from both an academic and commercial perspective. Storytelling is one of, if not, the most powerful form of human communication and a fundamental means by which we structure and make sense of our lives and the world around us (Schiffrin, 1996). According to Aaker {2020, p.1), stories are 'more memorable than facts or figures alone'. This is because, as Escalas (2004, p.176) explains, storytelling makes 'sense of what goes on in the world ... Narratives are a mental organizing structure that provides meaning by combining elements temporally toward a goal or conclusion. The meaning of a brand is often the result of it being part of a story. Through the narrative meaning-making process, some brands become more important and valuable than others to consumers, becoming connected to consumers' sense of self.' These four pillars of brand, narrative, meaning and identity will inform this research.

将代际队列理论应用于英国标志性品牌的背景下，本研究的目的是了解品牌传统故事对代际消费者的重要性。这些发现将有助于从学术和商业角度理解传统品牌的消费者相关性。讲故事是人类交流最强大的形式之一，也是我们构建和理解我们的生活和周围世界的基本手段(Schiffrin，1996)。根据Aaker{2020，p.1)，故事“比事实或数字本身更令人难忘”。这是因为，正如Escalas(2004，p.176)所解释的那样，讲故事可以让人们了解世界上发生的事情……叙事是一种心理组织结构，通过将元素暂时结合起来，朝着一个目标或结论提供意义。品牌的意义往往是它是故事的一部分。通过叙事意义的形成过程，一些品牌对消费者来说变得比其他品牌更重要、更有价值，从而与消费者的自我意识联系在一起。品牌、叙事、意义和身份这四大支柱将成为本研究的依据。