广告
业务
品牌形象
叙述的
品牌管理
感知
品牌资产
品牌延伸
品牌体验
品牌知名度
营销
多样性(控制论)
企业品牌
心理学
艺术
计算机科学
产品管理
文学类
新产品开发
神经科学
人工智能
作者
Kyungin Ryu,Xinran Lehto,Susan Gordon,Xiaoxiao Fu
标识
DOI:10.1016/j.tourman.2018.10.021
摘要
People are better suited to understand stories than arguments. This research examined the influence of a narrative transportation approach on luxury hotel consumers’ perceptions of brand image, using a variety of brand story structures. This study measured the effect of brand story structure on brand image and the mediating role of narrative transportation. Data was obtained via a 2 × 2 × 2 experiment, and a crafted brand story of a fictitious luxury hotel brand, with eight structurally varied versions. The results suggest that a well-structured brand story has the potential to enhance brand image, mediated by narrative transportation.
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