Analysis of the impact of inspirational stories on consumer consumption
DOI:
https://doi.org/10.61173/tg7xne87Keywords:
Inspirational, brand story, value dimension, consumption motivation, brand identityAbstract
In recent years, more and more enterprises have further
enhanced consumers’ brand identification by telling
“inspirational” brand stories. An inspirational brand
story in marketing practice has a strong demonstration,
incentive, publicity function, and value. The value
dimension is a multi-directional, multi-angle, and multilevel condition and concept to judge, explain, evaluate,
and determine the value of a thing. Consumers will accept
the ideals, beliefs, and values described and conveyed by
the content of inspirational brand stories and enhance their
identification and love for the brand. Personalization is
short for character design. Studies on plays, films, stories,
etc., have shown that underrepresented traits such as
soundness and gender strongly influence the acceptability
of literary works. A series of excellent brands have built
inspirational brand stories with positive value, molded
inspirational people with characteristics to carry out more
brand value transmission, and won many consumers’
brand recognition.
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