期刊
TOURISM MANAGEMENT
卷 71, 期 -, 页码 348-363出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2018.10.021
关键词
Brand story; Story structure; Perceived brand image; Narrative transportation; Narrative immersion; Luxury hotel
People are better suited to understand stoties 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 x 2 x 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.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据