The Influence of Story Marketing on Brand Identify ─ A Case Study of Wang Steak
| Autor: | Yu-Hua Shen, 沈郁華 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In the 21st century, more people become fastfood junkie, Altought many businesses caught the catering industry’s business opportunity, but so far it has been saturated in catering market. In the era of glittering advertising, how to seize the first time attention of consumers in the catering industry’s businesses is very important. This study places the storytelling marketing as a way to communicate marketing practices between businesses and consumers, not only to attract the attention of consumers also enables consumers to put themselves in the story. Recently, more and more industries began to use storytelling marketing skill, trying to arouse the consumer’s brand identify, and consumer will enhance the brand loyalty and brand trust. Along with the past researchs and literature, this study combines storytelling skill with Escalas and Stern’s theory on after reading the story of emotions (2003) and Bhattacharya and Sen (2003) theory proposed the customer-company identification, basis of the theorys proposed four factors to influence consumers enhance brand identify, ues to explore catering industry how to use the storytelling presented in a way to consumers, let stories involvethe consumers into the storyline, arouse the consumers’ brand identify, and also successfullybuild a positive the brand loyalty and brand trust.The results as follows: 1. Degree of perception to which truth of the story attains can trigger positively brand identifty. 2. Degree of perception to which structure of the story attains can trigger positively brand identifty. 3. Degree of perception to which self-related of the story attains can trigger positively brand identifty. 4. Degree of perception to which sense story attains can trigger positively brand identifty better than sensibility story. 5. Consumer involvement profiles can trigger positively between brand identifty and truth of the story. 6. Consumer involvement profiles can trigger positively between brand identifty and structure of the story. 7. Consumer involvement profiles can trigger positively between brand identifty and self-related of the story. 8. Consumer involvement profiles can trigger positively between brand identifty and sense story, also sense story better than sensibility story. 9. Brand identifty risung from reading the story can trigger positively brand loyalty. 10. Brand identifty risung from reading the story can trigger positively brand trust. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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