| 作者(Author) | Chen, Tser-yieth, Yeh, Tsai-lien and Chu, Chia-hui |
| 篇名(Article title) | Storytelling and Brand Identity in Cultural Digital Archives Industry |
| 期刊名(Journal name) | International Journal of Information and Management Sciences [TSSCI] |
| 國際期刊(International Journal) | TSSCI |
| 中文摘要(Abstrct) | 本文的主要目的為探討使用中華數位典藏資料的文化品牌，其行銷策略、消費者認同與消費者對品牌意向之間的關係。我們發現品牌認同對品牌意向有正向影響。文化認同可經由品牌認同來影響品牌意向，且故事行銷可藉由事件行銷策略及文化認同對品牌認同產生間接影響效果。因此文化品牌的製造商或管理者可以由參加相關展覽與賓客分享他們獨特商品的背後饒富創意的想法使客人產生文化共鳴，因為印象深刻而注意這些產品，這些都導致消費者對該品牌有正向意向，使消費者瞭解他們有趣的故事，以及強化消費者和品牌之間的關係 |
| ABSTRCT | This study identifies a causal relationship among storytelling marketing strategies, consumer identity, and consumer intentions toward cultural and creative brands that use digital archives for marketing Chinese calligraphy, ancient paintings and literature. We show that storytelling can affect culture identity through event marketing. Brand identity and culture identity exert positive cultural influences on consumer brand opinions. Thus, producers or marketers of cultural brands could improve consumer–brand relationships by promoting cultural stories at exhibitions associated with their brands. To attract visitors, they could arouse cultural resonance by sharing the creative ideas that inspired their unique products. Our proposed approach could impress visitors and increase their awareness of the refined products offered by cultural brands. |
| 中文關鍵字(Keyword) | 故事行銷、事件行銷、文化認同、品牌認同、品牌價值、品牌忠誠 |
| KEYWORD | Storytelling, Event Marketing, Cultural Identity, Brand Identity, Cultural and Creative Industry. |
| 卷期(Volume No) | Vol.25 No.2 |
| 頁數(Page number) | PP.157~180 |
| 年份(Year) | 2014/6 |
| 語言(Language) | 2 |