残缺的力量——励志品牌故事人设健全性对消费者品牌偏好的影响  

The Power of Incompleteness! The Influence of Physical Soundness of the Character in Inspirational Brand Story on Brand Preference

作　　者：陈香 郭锐[3] Cheng Lu Wang 汪涛[5] 周南 Chen Xiang;Guo Rui;Cheng Lu Wang;Wang Tao;Zhou Nan(School of Economics and Management,China University of Geosciences;School of Economics and Management,Huang Huai University;University of New Haven;School of Economics and Management,Wuhan University;School of Management,Shen Zhen University)

机构地区：[1]中国地质大学(武汉) [2]黄淮学院经济管理学院 [3]中国地质大学(武汉)经济管理学院 [4]University of New Haven [5]武汉大学经济管理学院 [6]深圳大学管理学院

出　　处：《南开管理评论》2019年第6期4-15,共12页Nankai Business Review

基　　金：国家自然科学基金项目(71772168);国家自然科学基金重点项目(71532011);教育部人文社科研究规划项目(16YJA630016)资助

摘　　要：近年来,企业越来越重视通过讲故事,尤其是讲励志品牌故事来提升企业的文化精神。故事、电影等励志作品中具有励志精神的"残疾人"的特定人设能起到"显著"作品的作用。企业可以把这种特定的人设借鉴到励志品牌故事的讲述中,以起到"显著"品牌的作用。梳理以往文献发现,关于品牌故事特定人设的研究较少,本研究以观察学习理论(OLT理论)为理论依据,以"残疾人"为研究对象,通过3个实验探索励志品牌故事中人设的健全性对消费者品牌偏好的影响,并检验个体真实性感知的调节作用。结果表明:励志品牌故事采用非健全故事人设通过叙事传输-自我效能这个因果链型中介机制作用,更能影响消费者品牌偏好,且个体对励志品牌故事的真实性感知程度对消费者的品牌偏好有调节作用。本研究成果既能丰富现有品牌管理理论,也能为企业品牌故事创作及品牌形象的塑造提供实践指导。In recent years,companies have paid more and more attention to the corporate spirit culture by using inspirational brand stories.The specific"character"of inspirational"disabled people"in inspirational works such as stories and movies can play a"significant"role.Companies can set this particular character into the inspirational brand story.However,previous literature seldom investigated in the specific"character"design in brand stories.Through three experiments,this study explores the influence of the soundness of character design in the inspirational brand story on consumer brand preference,and examines the moderating effect of the perception of character authenticity.In Experiment 1,the researchers used the virtual shampoo brand"Lee",and the brand stories"You can do it(non-sound version)"and"You can do it(sound version)".The results showed that participants in the non-sound group prefer significantly more than those in the sound group(M non-sound=4.57,SD=1.10;M sound=3.56,SD=1.64,F(1,60)=7.86,p<0.05,d=0.72).The impact of the robustness of self-efficacy mediates consumer brand preferences(β=0.45;CI=0.04 to 0.95).In Experiment 2,virtual diamond brand"Ai Tai"and the brand story"Sparkling Diamonds(non-sound version)"and"Sparkling Diamonds(sound version)"are used.The results verified that the interaction between the perceived soundness and perceived authenticity significantly affected consumer’s brand preferences(F(1,203)=4.58,p<0.05).Consumer’s authenticity perception effectively moderates the relationship between character’s health condition and consumer’s brand preference through self-efficacy(β=0.50;CI=0.11 to 0.93).In Experiment 3,the researcher used the virtual suit brand"Balle"and brand stories"Try again(non-sound version)"and"Try again(sound version)".The results verified that in the case of consumer’s high authenticity perception,the positive attitude of the non-sound group participants to the brand was significantly higher than that of the sound group participants(M non-sound,high authenticity

关 键 词：励志品牌故事 人设的健全性 叙事传输 自我效能 真实性感知 品牌偏好 

分 类 号：F27[经济管理—企业管理]