Research On Influencing Mechanism Of The Interaction Effects Between Brand Story Types And Sense Of Power On Consumers’ Brand Loyalty

In the era of big data traffic,brands of all kinds are competing fiercely for consumers’ attention in advertising and marketing,and many of the best brands have created vivid and compelling brand stories.However,how brands tell their brand stories is always a question that needs to be explored.Brand stories are not only a brand marketing strategy for business people,but also an effective way to spread brand culture,promote brand image and establish an inner connection with consumers.In our daily lives,we often come across brands that attract the attention of consumers by promoting their strengths,such as advertising messages that focus on the brand’s long history,rich resources and leading position in the industry.However,there are also brands that seek to win the support of consumers by actively showing their weaknesses while highlighting their will and determination to make progress.So,which of these two advertising strategies is more likely to increase consumers’ willingness to buy? Are there different advertising strategies for different consumer groups? There is a paucity of literature,both domestic and international,on how brand story types influence consumers.Based on theories of energetic-public orientation and contextual focus,as well as the stereotype content model,this paper develops a logical relationship between brand story type,consumers’ sense of empowerment and brand loyalty,and develops a series of experiments to prove the hypothesis of this paper.The study also investigates the mediating role of consumers’ perceptions of enthusiasm and competence towards the brand.The data from the consumer experiment suggest that the type of brand story matched to the type of brand loyalty generated differs for consumers with different senses of power.For consumers with a high sense of power,a weak brand story leads to emotional loyalty as opposed to a strong brand story,while for consumers with a low sense of power,a strong brand story leads to behavioural loyalty as opposed to a weak brand story.In addition,consumers’ perceptions of competence and passion for the brand mediate this process.Consumers with a high sense of power have a higher perception of enthusiasm for weak brands,which leads to emotional brand loyalty,while consumers with a low sense of power have a higher perception of competence for strong brands,which leads to behavioural brand loyalty.This study explores the mechanisms by which different types of brand stories influence consumers,which theoretically enriches the study of brand stories and expands the use of the stereotype content model in brand marketing research.At the same time,this study provides advertisers and marketers with new ideas for brand promotion in practice,and has some implications for relevant subjects to carry out brand building and provide brand loyalty.