Brand Storytelling on Websites: The Role of Empathy on Repurchase Intentions for PCs and Smartphones

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-08-30 DOI:10.1080/10496491.2022.2108186

Takumi Kato

引用次数: 1

Abstract

Abstract While the model chosen for campaigns is crucial in gaining empathy, previous literature has primarily considered celebrities. Remarkably, literature includes no examples of unknown models focusing on empathy in product usage scenes. Therefore, the purpose of this study is to clarify the effect of empathy—or consumers’ belief that the model uses products in the same way as in their daily lives—on repurchase intentions. As a result of applying a propensity score for personal computers and smartphones in Japan, the significant effect was shown. This result suggests that realistic depictions should be adopted in symbolizing product concepts.

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网站上的品牌故事：同理心在个人电脑和智能手机回购意向中的作用

摘要虽然为竞选活动选择的模式对获得同理心至关重要，但以前的文献主要考虑名人。值得注意的是，文献中没有提到在产品使用场景中关注同理心的未知模型的例子。因此，本研究的目的是阐明同理心——或者消费者认为该模型以与日常生活相同的方式使用产品——对回购意愿的影响。在日本，对个人电脑和智能手机应用倾向评分的结果显示了显著的效果。这一结果表明，在象征产品概念时应该采用现实主义的描绘。

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 Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.