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Luxury Brand Storytelling

Title
Luxury Brand Storytelling
Authors
안희진
Issue Date
2016
Department/Major
대학원 의류학과
Publisher
이화여자대학교 대학원
Degree
Master
Advisors
박민정
Abstract
Luxury brands have consistently shown innovative strategies in enriching brand experiences. Recently, the industry has been searching for new ways to portray brands tastefully online, especially on social networking services (SNS). One type of strategy that has received attention, but is not implemented as much, is storytelling. While luxury brands have some of the richest stories and unique brand heritage, these contents are not utilized as effectively. Although luxury brands excel in various marketing strategies, through narratives, brand stories and heritage can proliferate online and enrich brand experiences. More importantly, understanding the process and effects of online storytelling is needed. In this study, the experience of being absorbed by a story is examined. This experience, also known as narrative transportation, has proven to increase engagement and persuasiveness of various forms of content. To further understand the effects, this study performed a 2 (text type: story-based vs. fact-based) Ⅹ 2 (visuals: included vs. excluded) between-subjects factorial design. Before the main test, text, visual, and video information of each luxury brand provided by L2’s 2015 Fashion Digital IQ Index, was analyzed through content analysis. After selecting Chanel as the luxury brand for the study, the short form of the transportation scale (Appel, Gnambs, Richter, & Green, 2015) and a modified version of the narrative structure scale (Escalas, 1996; Escalas, Moore, & Britton, 2004) were used for the pretests (n=59) and stimuli were selected. A total of 100 female students from a university in Seoul, South Korea participated in the experiment and 98 surveys were used for hypothesis testing. Analysis of variance and regression analysis were used in hypothesis testing. The findings of the study revealed: (1) main effects of text type (story-based vs. fact-based) and visuals (included vs. excluded) on transportation; (2) an interaction effect between text type (story-based vs. fact-based) and visuals (included vs. excluded); (3) style of processing (SOP) performing as a moderator; (4) transportation having a positive relationship with brand love and electronic word-of-mouth (eWOM); (5) brand love having a positive relationship with eWOM.;인쇄 매체의 영향력이 쇠퇴되고 소셜 미디어의 영향력이 강화됨 에 따라 럭셔리 소비자들의 소셜 미디어 사용이 증가하고 있다. 럭셔리 브랜드들은 소셜미티어를 통해 다양한 콘텐츠를 공유하면서 소비자와의 소통을 통한 관계 구축의 수단으로 사용하고 있다. 하지만 대다수의 럭 셔리 브랜드들는 브랜드 헤리티지, 퀄리티 높은 비주얼 콘텐츠와 같은 일반 브랜드와는 차별화 된 콘텐츠의 강점이 있음에도 불구하고, 일반 브랜드와는 다름없는 콘텐츠를 이용하고 있다. 따라서 럭셔리 브랜드가 보유한 브랜드 전통성을 활용하여 다른 브랜드들과는 차별화된 콘텐츠 의 사용이 요구된다. 본 연구는 소비자가 브랜드 스토리를 접할 때의 몰입하는 정도 를 분석하고, 스토리텔링의 효과를 입증하기 위하여 내러티브 전송 (Narrative Transportation)을 이용하여 그 효과를 검증하였다. 연구 결과는 다음과 같다: (1) Story 글은 Fact 글보다 내러티 브 전송이 높다. (2) Visual 은 Fact 글의 내러티브 전송의 정도를 높인 다. (3) 글 종류와 Visual 은 상호작용 한다. (4) 정보처리양식 (Style of Processing)과 글의 종류는 상호작용한다. (5) 브랜드 사랑 (Brand 159 Love)은 소셜 네트워크 구전의도와 정(+)의 관계 갖는다. (6) 내러티 브 전송은 브랜드 사랑과 온라인 구전의도와 정(+)의 관계를 갖는다.
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