摘要
品牌故事讲述作为一种新兴的品牌传播策略，近年来受到学术界与实践界的广泛关注。本研究基于消费者行为理论和叙事心理学的视角，探讨品牌故事讲述在增强品牌忠诚度中的应用机制及其效果。研究通过问卷调查与实验设计相结合的方法，选取多个行业样本进行实证分析，旨在揭示品牌故事的情感共鸣、记忆强化以及价值认同对品牌忠诚度的具体影响路径。结果表明，品牌故事能够通过激发消费者的情感联结和认知参与，显著提升其对品牌的信任感与忠诚度。此外，研究发现不同类型的叙事结构（如线性叙事与非线性叙事）对消费者的心理反应存在差异性影响，这一创新点为品牌故事的设计提供了新的理论依据。本研究的主要贡献在于明确了品牌故事讲述的核心要素及其作用机制，同时为企业实践提供了可操作性的指导框架，有助于优化品牌传播策略并提升市场竞争力。
关键词：品牌故事讲述；品牌忠诚度；情感共鸣；叙事结构；消费者行为
Abstract
Brand story narration, as an emerging brand communication strategy, has garnered significant attention from both academia and practice in recent years. This study investigates the application mechanism and effects of brand storytelling on enhancing brand loyalty from the perspectives of consumer behavior theory and narrative psychology. By employing a combination of questionnaire surveys and experimental designs, multiple industry samples were selected for empirical analysis to elucidate the specific influence pathways of emotional resonance, memory reinforcement, and value identification in brand stories on brand loyalty. The findings indicate that brand stories can significantly enhance consumers' trust and loyalty toward a brand by evoking emotional connections and cognitive engagement. Moreover, the study reveals that different types of narrative structures, such as linear and non-linear narratives, exert differential impacts on consumers' psychological responses, providing a novel theoretical basis for the design of brand stories. The primary contribution of this research lies in clarifying the core elements of brand storytelling and their underlying mechanisms, while also offering a practical guidance fr amework for businesses to optimize their brand communication strategies and enhance market competitiveness.
Keywords：Brand Storytelling; Brand Loyalty; Emotional Resonance; Narrative Structure; Consumer Behavior
目 录
摘要 I
Abstract II
一、绪论 1
(一) 品牌故事讲述的研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、品牌故事讲述的核心要素分析 2
(一) 故事内容对品牌忠诚度的影响 2
(二) 叙事方式的构建与选择 3
(三) 情感共鸣在品牌故事中的作用 3
三、品牌故事讲述的实施路径研究 4
(一) 多渠道传播的品牌故事策略 4
(二) 用户参与式品牌故事设计 4
(三) 数据驱动的品牌故事优化方法 5
四、品牌故事讲述效果评估与改进 5
(一) 品牌忠诚度测量指标体系 5
(二) 故事讲述效果的实证分析 6
(三) 提升品牌故事效能的对策建议 6
结 论 8
参考文献 9
