Research On The Influence Of Brand Stories On Consumers’ Brand Attitudes

Nowadays,the mobile internet is gradually entering people’s lives,and the convenience of intelligent terminals is gradually penetrating into the people’s clothing,food,housing,and transportation.With the upgrading of communication technology and changes in channels,a group of new brands have emerged on the mobile internet end,with story marketing as the main means of communication and achieving great success in a short period of time.In the context of the "sentiment" market,brand story marketing has produced a large number of successful cases.Want-Want Company,as a large food enterprise mainly engaged in small foods such as pastries and biscuits,was founded in 1988 and only used traditional retail models for sales.But with the continuous intensification of market competition,the company gradually realizes the importance of brand building.In 2009,Want-Want Company went public in Hong Kong,which not only provided more funds for Want-Want Company,but also pushed it into a broader market.The core of this study is how enterprises can influence consumers’ brand attitudes and improve the accuracy of story marketing through brand story marketing during the process of changeThis paper adopts the method of combining theoretical research and empirical research,and takes Want-Want Company as a specific research case.At first,it introduces the company’s marketing situation and the status quo of brand management,pointing out that the company’s current brand story marketing channels are too traditional,and the target group of brand stories is too single.Combining the problem with theory,a relational model for this study was constructed and relevant hypotheses were proposed.Secondly,a questionnaire survey was conducted on consumers of Want-Want Company through a combination of online and offline methods.SPSS software was used to analyze the questionnaire data and identify key factors that affect consumers’ cognitive and emotional attitudes.Finally,based on the results of this analysis,relevant suggestions are proposed for Want-Want Company from three aspects: the characters,plot,and emotions of the story.In terms of story characters,it is important to pay attention to their role models;In terms of storyline,it is necessary to enhance the authenticity of the storyline and increase the fluctuation of the storyline;In terms of story emotion,it is necessary to shape attractive brand stories and enhance consumer emotions through story engagement.