故事行銷中劇情性與相信度對品牌態度與品牌權益之影響

The Influence of Story Marketing's Dramatic and Trust on Brand Attitude and Brand Equity

馬友薏(Yu-Yi Ma)

《行銷科學學報》 15卷1期 (2019/04) Pp. 47-61

https://doi.org/10.3966/181666012019041501003

摘要

故事行銷可以向消費者傳遞情感與價值，過往學者發現若故事愈觸動人心，價值愈高，且有助於強化新進品牌在市場上與知名品牌的競爭力。本研究好奇，若是市場新進的功能性品牌採用故事行銷，是否能增加消費者對品牌態度與權益的效益？本研究特別討論故事內容包含不同程度的感性劇情性以及相信度，對消費者的品牌態度與品牌權益影響為何？本研究結果發現故事行銷內容不論是高感性劇情性、低相信度，或是低感性劇情性、高相信度，在觀賞故事之後，受測者的新進功能性品牌品牌態度與品牌權益並不會高於熟悉的功能性品牌；若比較感性劇情性與相信度對功能性品牌故事行銷的影響效果，相信度對品牌態度和品牌權益都會產生比較好的效果。

關鍵字

故事行銷 ； 感性劇情性 ； 相信度 ； 品牌態度 ； 品牌權益

並列摘要

Storytelling marketing conveys emotions and values to consumers. Scholars found that if the content of the story is more touching, the higher the value, and help to strengthen the competitiveness of the new brand in the market with well-known brands. This study tries to study that could the new functional brand strengthen brand attitude and brand equity through storytelling marketing? This study specifically discusses the impact of the content of the story containing varying degrees of affective plot and trust on consumer brand attitudes and brand equity? The results show that regardless of the degree of affective plot and belief, the new functional brand's attitude and equity will not be higher than consumer's familiar functional brand after watching the story. When comparing the impact of affective plot and trust on the functional brand storytelling marketing, the results show that trust has a good effect on brand attitude and brand equity.

並列關鍵字

storytelling marketing ； affective plot ； trust ； brand attitude ； brand equity

參考文獻

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