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頁籤選單縮合
| 題 名 | Storytelling and Brand Identity in Cultural Digital Archives Industry=故事行銷與品牌認同在文化數位典藏產業的運用 |
|---|---|
| 作 者 | 陳澤義; 葉彩蓮; 朱家慧; | 書刊名 | International Journal of Information and Management Sciences |
| 卷 期 | 25:2 2014.06[民103.06] |
| 頁 次 | 頁157-179+a9 |
| 分類號 | 496.5 |
| 關鍵詞 | 故事行銷; 事件行銷; 文化認同; 品牌認同; 文創產業; Storytelling; Event marketing; Cultural identity; Brand identity; Cultural and creative industry; |
| 語 文 | 英文(English) |
| 英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。