Meaningful brands and brand story

在一个标志性的英国品牌的背景下使用代际队列理论，本研究的目的是了解品牌传承故事对跨代消费者的影响。研究结果将从学术和商业的角度为理解传统品牌的消费者相关性提供新的见解。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生活和周围世界的基本手段（Schiffrin, 1996）。根据Aaker （2020, p.1）的说法，故事“比事实或数字更令人难忘”。这是因为，正如Escalas （2004, p.176）所解释的那样，讲故事使“世界上发生的事情变得有意义……叙事是一种心理组织结构，它通过将各种元素暂时结合在一起来实现目标或结论，从而提供意义。一个品牌的意义往往是它成为故事的一部分的结果。通过叙事意义的制造过程，一些品牌对消费者来说变得比其他品牌更重要、更有价值，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为本研究提供信息。

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.