Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2021-03-01 DOI:10.1177/0973258620984262

KENNETH C.C. YANG, Yowei Kang

引用次数: 7

Abstract

Storytelling video advertising has emerged as a cost-effective creative technique to engage consumers with an advertised brand. Unlike traditional television commercials and print ads, long-form video ads can persuade consumers with an authentic and engaging brand story to develop favourable branding outcomes. Using a structural equation model with SPSS Amos 25.0, we empirically tested the effects of narrative transportation evoked by video storytelling ads on brand sensory, intellectual, behavioural experience, brand love, and brand loyalty. Our findings support the relationships between ad-elicited narrative transportation and branding outcomes across different product types. Discussions and implications are provided.

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视频故事广告中叙事运输、消费者品牌体验、爱与忠诚的关系预测

讲故事的视频广告已经成为一种成本效益高的创意技术，可以通过广告品牌吸引消费者。与传统的电视广告和平面广告不同，长格式的视频广告可以用真实而引人入胜的品牌故事说服消费者，从而形成有利的品牌效果。使用SPSS Amos 25.0的结构方程模型，我们实证检验了视频讲故事广告引发的叙事运输对品牌感官、智力、行为体验、品牌爱和品牌忠诚度的影响。我们的研究结果支持不同产品类型的广告引发的叙事运输和品牌效果之间的关系。提供了讨论和影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.