摘要
品牌故事讲述作为连接企业与消费者情感的重要手段，近年来受到学术界和实践界的广泛关注。本研究以消费者情感连接为核心，探讨品牌故事讲述在现代营销中的作用机制及其影响因素。研究基于社会认知理论和叙事加工理论，通过问卷调查、实验研究和深度访谈相结合的方法，对不同情境下品牌故事的叙述方式、内容特征以及消费者的情感反应进行了系统分析。结果表明，品牌故事的情感强度、真实性感知和叙事结构显著影响消费者的情感连接水平，而文化背景和个体差异则起到重要的调节作用。此外，研究发现互动式品牌故事能够有效提升消费者的参与感和认同感，从而增强情感连接效果。本研究的创新点在于首次将互动性纳入品牌故事讲述框架，并揭示了其对情感连接的独特贡献。同时，研究构建了品牌故事讲述与消费者情感连接之间的多维度影响模型，为理论发展提供了新视角，也为企业实践提供了具体指导。总体而言，本研究不仅深化了对品牌故事讲述机制的理解，还为企业如何通过优化故事讲述策略实现更深层次的情感连接提供了重要启示。
关键词：品牌故事讲述；消费者情感连接；互动性；叙事结构；文化背景
Abstract
Brand story narration has garnered significant attention from both academia and practice as a crucial means of connecting enterprises with consumer emotions. This study focuses on consumer emotional connection, exploring the mechanism and influencing factors of brand storytelling in modern marketing. Grounded in social cognition theory and narrative processing theory, the research employs a combination of questionnaire surveys, experimental studies, and in-depth interviews to systematically analyze the narrative styles, content characteristics, and emotional responses of consumers under different scenarios. The findings indicate that the emotional intensity, perceived authenticity, and narrative structure of brand stories significantly influence the level of consumer emotional connection, while cultural background and individual differences play important moderating roles. Additionally, the study reveals that interactive brand storytelling effectively enhances consumer participation and identification, thereby strengthening emotional connections. A key innovation of this research lies in incorporating interactivity into the fr amework of brand storytelling for the first time and elucidating its unique contribution to emotional connection. Furthermore, the study constructs a multi-dimensional influence model between brand storytelling and consumer emotional connection, offering new perspectives for theoretical development and providing specific guidance for business practices. Overall, this research not only deepens the understanding of the mechanisms underlying brand storytelling but also offers critical insights for enterprises seeking to achieve deeper emotional connections through optimized storytelling strategies.
Keywords：Brand Storytelling; Consumer Emotional Connection; Interactivity; Narrative Structure; Cultural Background
目 录
摘要 I
Abstract II
一、绪论 1
(一) 品牌故事与情感连接的研究背景 1
(二) 国内外研究现状分析 1
(三) 研究方法与理论框架 1
二、品牌故事讲述的核心要素 2
(一) 故事内容的情感共鸣机制 2
(二) 叙事方式对消费者的影响 3
(三) 文化背景在品牌故事中的作用 3
三、消费者情感连接的形成机制 4
(一) 情感连接的心理学基础 4
(二) 品牌故事如何激发情感认同 4
(三) 情感连接的持续性与稳定性 5
四、品牌故事讲述的实际应用与效果评估 6
(一) 不同媒介中品牌故事的呈现形式 6
(二) 消费者反馈与情感连接的效果分析 6
(三) 实践案例中的成功经验总结 7
结 论 8
参考文献 9
