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Home > Wen Yuan (High School Edition) > 2021 No.06 > 共鸣对品牌故事叙述的影响研究

  • 共鸣对品牌故事叙述的影响研究

    Author(s)：

    王萌

    Publication Title：

    Wen Yuan (High School Edition) 2021 No.06

    Affiliations：

    江西环境工程职业学院 江西 赣州 341002

    Abstract：

    品牌故事是指品牌创立和发展过程中有意义的新闻.简单来说,就是借助一种生动、有趣、感人的方式阐述品牌背景、品牌理念及定位等信息,以唤起消费者的情感共鸣.一个好的品牌故事必然是引人人胜的,是极具吸引力与号召力的,也能最大程度决定品牌联想.进而引发消费者共鸣.那么何为共鸣?共鸣下的品牌联想和品牌故事之间有什么关联?为什么要专门为了联想而打造故事呢?本文将究其原因并做简要阐述.

    Keywords：

    品牌故事;叙述;共鸣;广告;消费者

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    [1] 王萌.共鸣对品牌故事叙述的影响研究[J].Wen Yuan (High School Edition),2021(06),.

文渊(高中版)
Wen Yuan (High School Edition)

Language: 中文

CN：11-9276/G

ISSN：2096-6288

Publication Frequency: 月刊

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