摘要
品牌故事讲述作为企业与消费者沟通的重要方式，近年来受到广泛关注。本研究旨在探讨品牌故事讲述对消费者品牌忠诚度的影响机制，并深入分析情感联结和认知信任在其中的中介作用。基于社会建构理论和消费者行为学相关理论，本研究通过问卷调查法收集了385份有效样本数据，并采用结构方程模型进行数据分析。研究结果表明，品牌故事讲述能够显著提升消费者的品牌忠诚度，且这一影响主要通过情感联结和认知信任两条路径实现。具体而言，品牌故事讲述首先激发消费者的情感共鸣，形成情感联结，进而转化为品牌忠诚；同时，清晰、真实的故事内容有助于建立消费者的认知信任，进一步强化忠诚度。此外，本研究发现情感联结相较于认知信任在品牌忠诚度形成中具有更强的中介效应，这为企业的品牌传播策略提供了新的视角。本研究的创新点在于首次系统性地揭示了品牌故事讲述影响品牌忠诚度的双中介机制，并将情感与理性因素纳入统一框架进行分析。研究成果不仅丰富了品牌忠诚度的相关理论，还为企业实践提供了明确的指导意义，即通过优化品牌故事的内容和表达方式，可以更有效地提升消费者的品牌忠诚度。
关键词：品牌故事讲述；消费者品牌忠诚度；情感联结；认知信任；双中介机制
Abstract
Brand story narration, as a crucial means of communication between enterprises and consumers, has garnered significant attention in recent years. This study aims to explore the influence mechanism of brand story narration on consumer brand loyalty and further analyze the mediating roles of emotional connection and cognitive trust within this process. Grounded in social construction theory and relevant theories of consumer behavior, this research collected 385 valid sample data through a questionnaire survey method and employed structural equation modeling for data analysis. The results indicate that brand story narration significantly enhances consumer brand loyalty, with this effect primarily realized through two pathways: emotional connection and cognitive trust. Specifically, brand story narration first evokes emotional resonance among consumers, forming an emotional connection, which subsequently translates into brand loyalty. Meanwhile, clear and authentic story content facilitates the establishment of cognitive trust, further reinforcing brand loyalty. Additionally, this study finds that emotional connection exhibits a stronger mediating effect on brand loyalty compared to cognitive trust, offering new insights for corporate brand communication strategies. The innovation of this study lies in its systematic revelation of the dual-mediation mechanism by which brand story narration influences brand loyalty, integrating emotional and rational factors into a unified analytical fr amework. The research not only enriches the theoretical foundation of brand loyalty but also provides explicit guidance for business practices, suggesting that optimizing the content and ex pression of brand stories can more effectively enhance consumer brand loyalty.
Keywords：Brand Storytelling; Consumer Brand Loyalty; Emotional Connection; Cognitive Trust; Dual Mediation Mechanism
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 1
二、品牌故事讲述的核心要素分析 2
(一) 品牌故事的情感共鸣机制 2
(二) 故事内容对消费者认知的影响 3
(三) 叙事方式与品牌个性塑造 3
三、消费者品牌忠诚度的形成机制 4
(一) 忠诚度的心理驱动因素 4
(二) 故事讲述对情感联结的作用 4
(三) 忠诚行为的形成路径分析 5
四、品牌故事讲述对品牌忠诚度的影响实证研究 5
(一) 研究假设与模型构建 5
(二) 数据收集与样本特征分析 6
(三) 实证结果与讨论 7
结 论 8
参考文献 9
