不同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 Different Conflict of Reversal Stories affect Consumers' Brand Attitude: The Moderating Effects of Product Types

曾子琳(Tseng, April)

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(2014年)

摘要

隨著品牌行銷的發展，以故事來感動消費者、進而吸引消費者的關注與喜好，是為當今崛起的行銷手法之一，品牌故事儼然為品牌形象塑造不可或缺的一環。要如何運用有吸引力的品牌故事，在競爭激烈的行銷手法中，打動目標消費族群，使他們受到吸引並對該產品與品牌產生好的印象，是相當重要的課題。而一個具有吸引力的品牌故事是由多種元素所構成的，在現今的商業環境中，曲折性又扮演著特別重要的角色，其不僅僅是眾多故事中常使用的元素，其效果也相當有影響力。「曲折性」的特色，即有完整的開場、遇到衝突或問題的高潮點，最後衝突或問題能被解決來。本研究將曲折性內的衝突細分為三種類型：人與自己內心衝突、人與別人衝突以及人與自然衝突。透過不同衝突層次的曲折性故事設計，以產品種類(搜尋品/經驗品)作為干擾變數，去了解不同衝突的品牌故事如何影響消費者對品牌的態度。而研究分析結果顯示：總體來說，凡是具有曲折性的品牌故事，即能提升消費者的品牌態度。「人跟自己內心衝突」與「人跟別人衝突」的曲折性品牌故事，較能提升消費者對經驗品的品牌態度。而「人跟自然衝突」的曲折性品牌故事，消費者則沒有對特定產品別有比較高的品牌態度。

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

With the development of brand marketing, brand story has been an essential way of marketing in order to obtain the attentions and good impressions from the consumers. It is very important to know how to use an attractive brand story to impress the target consumers and to establish a good image for them in the competitive markets. An attractive story is composed by several elements, and the “reversal” element play a significant role, which has been used in many stories and can create a powerful influence. “Reversal” means a story should go through the beginning, encountered the climax point of conflict or problems, and the conflict or problem would be resolved in the end. This study divided the conflict of reversal story into 3 types: man against himself, man against man, man against nature. Through the design of different conflict levels in reversal brand stories, with the moderator of product types (Search product: English-language magazines; Experience product: fine dining restaurant), this study tried to examine how different conflict types of reversal brand stories affect the brand attitude of consumers. The results showed that: Overall, stories with reversal would enhance the consumer's brand attitude. “Man against himself” and " man against man” reversal brand stories are more related to brand attitude for experience products then search products. While “man against nature” reversal is no related to brand attitude for experience and search products.

並列關鍵字

Brand story ； reversal ； conflict ； search products ； experience products ； brand attitude

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