品牌地位定位与复仇叙事设计的匹配效应对品牌态度的影响OA北大核心CSTPCD

This paper explores how brand positioning strategies work together with plot design in brand narrative to influence consumers'brand attitudes.Specifically,this paper studies the interactive effect between brand positioning strategies and narrative plot design on consumers'brand attitudes in revenge-themed brand stories.A qualitative study identifies two brand revenge narrative design elements:brand role(revenge tool versus revenge purpose)and revenge focus(revenge for oneself versus revenge for others).Then,two experiments are conducted.It is found that a top-dog brand designed as a revenge tool will improve consumers'brand attitude,while an underdog brand designed as the revenge purpose will improve consumers'attitude.Revenges for oneself will improve consumers'attitude for top-dog brands,while revenges for others will improve consumers'attitude for underdog brands.Revenge satisfaction and perceived fairness mediate the above two interaction effects.This paper explores how brands with different positioning strategies can design revenge narratives to bring about more positive consumer attitudes,which has a great practical significance.It also demonstrates the psychological mechanism of consumers'positive attitudes toward brand narratives with different brand positioning strategies and revenge plot design,promoting the research of brand positioning strategies and brand narrative.