品牌故事对消费者情感连接的影响 -市场营销专业

摘要

品牌故事作为企业与消费者沟通的重要桥梁，在现代市场营销中发挥着不可忽视的作用。随着市场竞争的日益激烈和消费者需求的不断变化，探究品牌故事对消费者情感连接的影响具有重要的现实意义和理论价值。本研究旨在深入剖析品牌故事如何影响消费者的情感连接，基于此构建了包含品牌故事的真实性、独特性、情感性和互动性四个维度的品牌故事框架，并以消费者的情感认同、信任和忠诚为情感连接的关键要素展开研究。采用问卷调查法收集数据，运用结构方程模型进行数据分析。结果表明，品牌故事的真实性、独特性、情感性和互动性均对消费者的情感认同、信任和忠诚有着显著的正向影响，其中情感性的影响最为突出。这一结论不仅丰富了品牌故事营销的相关理论，而且为企业通过讲述优质品牌故事来增强与消费者之间的情感连接提供了新的思路，即注重品牌故事的情感表达，提高其真实性和独特性，增加互动环节，从而在激烈的市场竞争中脱颖而出，这是本研究的主要贡献与创新点所在。

关键词：品牌故事情感连接消费者信任

Abstract

Brand stories serve as a critical bridge for communication between enterprises and consumers, playing an indispensable role in modern marketing. As market competition intensifies and consumer demands evolve, investigating the impact of brand stories on consumer emotional connection holds significant practical and theoretical value. This study aims to thoroughly analyze how brand stories influence consumer emotional connection. Based on this ob jective, a brand story fr amework comprising four dimensions—authenticity, uniqueness, emotionality, and interactivity—was constructed. The research focuses on key elements of emotional connection: emotional identification, trust, and loyalty. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The results indicate that authenticity, uniqueness, emotionality, and interactivity of brand stories have significant positive effects on consumer emotional identification, trust, and loyalty, with emotionality being the most prominent factor. This conclusion not only enriches the theoretical foundation of brand storytelling marketing but also provides new insights for enterprises to enhance emotional connections with consumers by emphasizing emotional ex pression in brand stories, improving their authenticity and uniqueness, and increasing interactive elements, thereby standing out in fierce market competition. This represents the primary contribution and innovation of this study.

Keyword:Brand Story Emotional Connection Consumer Trust

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法概述 2

2品牌故事的构成要素 2

2.1故事主题的选择 2

2.2叙事方式的影响 3

2.3价值观的传递 3

3消费者情感连接机制 4

3.1情感共鸣的作用 4

3.2信任建立的过程 4