內外在衝突之曲折性故事對品牌態度的影響-以產品種類為干擾

How Internal and External Conflict of Reversal Stories Affect Consumers' Brand Attitude: The Moderating Effects of Product Types

王彥凱(Wang, Yen Kai)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/科技管理研究所/碩士(2015年)

https://doi.org/10.6843/NTHU.2015.00610

摘要

隨著世代的變遷，品牌的建立也隨之轉變，品牌故事行銷已然成為當今行銷的趨勢，誠如英國維珍集團的CMO Ian Rowden所說，最好的品牌是建立在最好的故事，確實一個品牌如果沒有一個良好的故事支持的話，就只是一項平淡無奇與消費者沒有任何連結的商品，但究竟要如何才能講好一個品牌故事呢？研究指出一個新引人的故事應該要涵蓋一個開頭、一個衝突的高潮點，以及一個衝突如何解決的結尾，而在當中，衝突是一個故事最重要的一個元素。本研究將曲折性的衝突細分為內在與外在衝突兩個類別，內在衝突包含人與自己內心衝突，而外在衝突又可細分為人與別人衝突、人與社會的衝突，以及人與自然衝突。本研究透過不同衝突類別的曲折性故事設計，並以產品種類(搜尋品/經驗品)作為干擾變數，去探討消費者對於不同衝突的品牌故事有怎麼樣不同的品牌態度。研究結果顯示，基本上相較於沒有曲折性元素的故事，有曲折性的品牌故事皆能提升消費者對一個品牌的品牌態度，而針對「人跟自己內心衝突」、「人跟別人衝突」及「人跟社會衝突」的曲折性品牌故事，經驗品的效果會比搜尋品好，至於「人跟自然衝突」故事的產品類別對於其品牌態度則沒有太大差異。

關鍵字

品牌故事 ； 曲折性 ； 衝突 ； 搜尋品 ； 經驗品 ； 品牌態度

並列摘要

As times have changed, a brand's approach to engaging with their customers has changed as well. Brand storytelling has become a new trend of brand building as Ian Rowden, the CMO of Virgin Group, once said, “The best brands are built on great stories.” But how can a company tell a great story that their customers can resonate and identify themselves with? Prior studies have shown that a captivating story is composed of a beginning, a climax usually in the form of a conflict and a resolution of the conflict at the end, and of these components, “reversal” plays an essential part of storytelling. This study divides the conflict of a reversal story into 2 categories, internal conflict and external, which can be further categorized into 4 subcategories with internal conflict being divided into “Man against self” and external conflict being divided into “Man against man,” “Man against society,” and “Man against nature.” Via the design of different conflict levels in reversal brand stories with product types (Search product: Suits; Experience product: Gym membership) as moderators, this study seeks to examine how different kinds of conflicts affect consumers’ brand attitude. The results show that stories with reversal would ultimately enhance consumers’ brand attitude. In addition, “Man against self,” "Man against man” and “Man against society” reversal brand stories are more related to brand attitude for experience products than for search products, whereas the relationship between search and experience products observed in “Man against nature” is limited. These findings can provide managerial implications and directions for practitioners in building a successful brand.

並列關鍵字

Brand Story ； Reversal ； Conflict ； Search Product ； Experience Product ； Brand Attitude

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