CONCEPTUALISING BRAND CHARISMA

Siobhan Hatton-Jones,Min Teah,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

The conceptualisation of brand charisma is multi-disciplinary, using luxury branding context. This research adds value by making significant contributions by extending and building theory; holds managerial implications for policymakers and brand managers in shaping and communicating brand charisma; additionally to develop a research framework and scale to measure brand charisma. Introduction Charisma in grounded in anthropology and sociology; which has been divided into three key definitions. At the root of the sociological construct it is associated with a leader who generates extremes of loyalty and motivation among followers (Smothers 1993).The primary reason charisma is used, historically speaking, is to gain control over a group of people, and create a strong following (Weber 1946; Dow 1968; Smothers 1993). Research has demonstrated that charismatic leaders are more likely to effect and motivate individuals (followers) beyond expectations and command extremes of attachments (Bass 1985, 1988; Conger 1988; House et al 1988). This implies that charisma can inspire devotion to a leader that surpasses mere loyalty (Spencer 1973; Dow 1968); an irrational bond and inspiration between leader and follower (Marcus, 1961). As competition continues to grow within the luxury sector brand resonance is increasingly important as some of the effects include: higher loyalty to the brand, increased number of followers, ease to move consumers, development and diffusion of new products and greater consumer accommodation for the brand. In recent years, as brands try to become more ‘accessible’ to consumers and provide them with more brand experiences online we see the brand become diluted and evidence of brand fatigue set in (Business Insider 2015). Brand experience has been conceptualised as ‘sensations, feelings, cognitions, and behavioural responses evoked by brand related stimuli’ (Brakus et al 2009); which are often subjective and internal responses (Brakus et al 2009). Most experiences occur directly when consumers shop, buy, and consume products. Experiences can also occur indirectly—for example, when consumers are exposed to advertising and marketing communications, including Web sites. As a majority of luxury brand consumers are deemed to be loyal to the brand, it is important to capitalise on these followers (Levitt 1975) to further foster brand- follower- consumer engagement. Pastor et al (2007) were able to demonstrate that followers’ emotional responses have a significant influence on charismatic leaders; where followers experienced higher levels of arousal, they were more likely to rate leaders as charismatic. Brands can have charisma through social construction, compelling emotional associations that build on imagery, symbolism and prestige. Thus, it leads to extraordinary levels of motivation and attachment- achieving brand resonance. Thus, followers and consumers will view the brand as being sacred, and imbued with deeply significant and metaphorical meaning (Smothers 1993). It is evident that brand charisma allows the brand to exercise control and influence over a following or group of consumers. As brand charisma serves as a motivational tool to inspire and communicate their brand vision to followers, it allows the charisma to remain unique and rare (only for those in the community). While the ability to attain this brand charisma is always kept out of reach for everyday consumers, in order to motivate them to perform and engage with the brand beyond expectation. From the followers perspective, charisma is used to communicate or signal to others their social belonging and identity to a particular community. The presence therefore of brand charisma serves as a guide, or vision, of the brand that is aspirational and inspirational for the followers, with the promise of the ‘dream’ being attainable by belonging to this group. It is interesting, and pivotal to note that brand charisma is not like a normal brand- follower relationship, but rather a unique bond that is value laden, ongoing and influential on perceptions. Some key characteristics have been used in forming a conceptual definition of brand charisma, form both the brand and follower perspective. These include “exercise diffuse and intense influence over the beliefs, values, behaviour and performance of others through own behaviour and example” (Dow 1969; House et al 1991; Shils 1965); “unique connection between leader and follower that can account for extraordinary performance and accomplishments of individuals, work groups, units and organisations” (Yammarino et al 1992; Bensman and Givant; Conger and Kanungo 1998); “transcendent from the ordinary” ; “the process is both parallel and analogous process…both change meaning and perceived value” (Weber 1922; 1966; Levitt 1975; Smothers 1993). Drawing from the above emerging characteristics, which is reflective of the literature, a tentative conceptual definition of brand charisma has been proposed below: “The ability to articulate the brand vision, elicit a positive emotional response by its audience or followers that is characterised by extremes of motivational attachment” Through a content analysis of luxury brands and a rigorous literature review, has identified ‘core’ and ‘supplementary’ characteristics for the presence of brand charisma, which is aimed to be further explored. The Core characteristics of brand charisma can be thought of as the source of the brands charismatic aura and this must be present for charismatic brands; while the supplementary characteristics are not crucial or inherent to every charismatic brand. Research Gaps Based on the extended literature review, the following key gaps have been identified: 1. To the best of my knowledge there has been no conceptualisation of brand charisma in marketing and branding (e.g. Smothers 1993; Dion and Arnould 2011) a. Lack of working definition for brand charisma and lack of research framework and scale to measure brand charisma 2. Diminutive studies have used the concept of charisma in luxury branding or marketing 3. Assessing whether brand charisma should be implemented or is present across various ‘categories’ of luxury (e.g. inaccessible vs. affordableluxury) 4. Past studies have not addressed the influence of brand charisma on consumer emotions and perceptions (e.g. Dion and Arnould 2011) Based on the above research gaps the following research questions have been developed: RQ1: What is brand charisma? RQ2: How does the presence of brand charisma influence brand resonance? RQ3: Does the presence of brand charisma differ between affordable and inaccessible luxury? RQ4: What are the emotional responses elicited by the presence of brand charisma? Theoretical Framework and Hypotheses Development Stimulus- Organism- Response (S-O-R) model is the underpinning theoretical framework for the proposed research (Mehrabian and Russell 1974). The S-O-R model has been widely used in retail environment (e.g. Buckley 1991; Chang et al. 2011) and to study different types of involvement (Arora 1982). Based on the S-O-R model, the stimulus is defined as any external stimuli that influence the internal states of an individual which consist of both environmental influence and marketing mix variable (Bagozzi 1978; Eroglu et al. 2003). In this proposed research the presence of brand charisma will serve as the external stimuli that influence consumers’ perception of luxury and brand affect. The perception of luxury is affected by brand related stimuli and imagery (Brakus et al 2009), which include but not limited to, elements such as; brand name, products sold and communications. Organism is defined as the internal emotional response which influences the relationship between external stimuli and the behavioural response (Bagozzi 1978). In this study, perception of luxury and brand affect will serve as the internal consumer responses (sensations, feelings and cognitions) which is degree to which a consumer is effected via the environment, being either direct or indirect, through the 5 senses (sensory appeal). In this study, the resulting response will be brand resonance, as this extends beyond loyalty and encapsulates a brand follower or consumer to willingly and proactively engage in word of mouth, have deep attachment or connection with the brand, feel proud of association with this brand and community followers (Keller 2001). Supporting Theory As brand charisma is a set of activities to capture the distinctive brand essence, which creates a strong sensory appeal compelling consumers to strongly advocate for the brand; we see the transfer of charisma onto the brand through concepts such as brand experience (consumer touchpoints) and brand resonance (brand- follower relationships). Thus, the Law of Contagion is the underpinning theory to support the effects of brand charisma (Frazer 1959, Mauss 1972; Tylor 1974). The Law of Contagion for the proposed research focuses on sympathetic magic, namely the effects of contagion, which deem that whatever is done to a material object will affect equally the person with whom the object was once in contact, whether it formed part of his body or not (Frazer 1889). This can be extended to brand activities such as communications, Furthermore, Spillover Effects, is the secondary effect of brand charisma as we are assessing the ‘spillover’ of charisma onto the brand and the effects it will have on the proposed relationships (Simonin and Ruth 1998) between perception of luxury, brand affect and brand resonance. Charismatic Leadership Theory (Weber [1922] 1978) has been deemed ‘transformational’, ‘visionary’ or ‘inspirational’ throughout the organisational literature (e.g. House 1977; Conger and Kanungo 1988). These theories focus on exceptional leaders who have extraordinary effects on their followers and larger social systems (Shamir et al 1993); hence leaders transform the needs, desires, values and aspirations of followers from self- interest to collective interest. This is demonstrated through brand communities, and kinship, as followers become highly committed to the leader’s mission and often perform above and beyond what is expected of them. Charismatic Leadership is further demonstrated through the strong relationship between follower and brand by; emotional and motivational arousal through brand behaviour, nonverbal communications, visionary and inspirational messages and ideological appeals. Therefore, in layman terms, the more charismatic brands are, the more likely they are to experience overall higher brand resonance. Brand resonance is the outcome variable proposed for this research. Brand resonance aims to capitalise on previously acquired loyalty and equity (Huang et al 2014); thus brands add value to consumer goods by supplying meaning, and consumers like brands because they package meaning derived from interaction with the brand (Biel 1970). This can further be explained by an enduring sense of communal kinship and affiliation; which sees followers of the brand invest personal resources in order to stay connected (Keller 2001; Huang et al 2014). Social Identification Theory (Tafjel and Turner 1985) is used to support the outcome variable of brand resonance, as one of the primary drivers of brand resonance is that followers draw some association or similarity between themselves and the brand. Social Identification Theory is also closely linked to Charismatic Leadership Theory (Shamir et al 1993) (discussed below), as brand behaviours define the boundaries of the collectivity to emphasise its distinctiveness, prestige and competition with other groups. Such leader behaviour increases the salience of the collective identity in members’ self- concepts (Ashforth and Mael 1989); therefore, identification with the leader (brand) as it is perceived via a representative character (brand activities). Based on the above, we postulate the following: H1: High Presence of brand charisma will lead to high perception of luxury H2: High perception of luxury will lead to high brand affect H3: High presence of brand charisma will lead to high brand affect H4: Perception of luxury mediates the relationship between presence of brand charisma and brand affect H5: High presence of brand affect will lead to high brand resonance Methodology My research will encompass a mixed methods approach and be split into three predominant phases. The first being scale development, followed by stimulus development and finally the main study. The mixed method offers greater depth and breadth of understanding and corroboration (Johnson et al 2007) and is in line with the underlying pragmatist paradigm of this study (Johnson and Onwuegbzie 2004). A convenience sample will be used comprising of consumer panel data. The sampling frame will consist of everyday consumers, as these consumers need not be buyers of luxury brands. Phase 1: Scale Development The scale development phase will use methods by Churchill (1979) and Devillis (1991). The purification, CFA, EFA and validity will be undertaken to refine and test the scale. The approximate sample for this phase is approximately 200 respondents. Phase 2: Stimulus Development This phase will use expert panel to select the most appropriate charismatic brand and stimulus to use for this research. The potential brands of interest, thus far guided by literature, are; Hermes, Chanel, Dolce & Gabanna, Gucci, Louis Vuitton, Valentino and Oscar de la Renta. The sample size of the expert panel will comprise of approximately 15-30 respondents (Endacott et al 1999; Keeney et al 2010). Phase 3: Main Study This phase will comprise of the self-administered questionnaire, with all sclaes measured on a 7- pinot Likert scale. With the use of an embedded stimulus, using consumer panel data with the sample size of approximately 800. Validation study will be included using psycho-physiological equipment available in the School of Marketing to validate the brand charisma scale; and to test whether there is positive emotions elicited that can be attributed to the charisma of the brand. This sample will consist of approximately 120, in line with recommended JCR guidelines. Significance Theoretical Contributions • Building and extending the current branding literature by conceptualising brand charisma, which has only been attempted in fragments throughout the literature. •Developing a scale to measure brand charisma in a luxury context. Until now, a brand charisma scale demonstrating rigour and validation is lacking within the literature • Empirically evaluating the developed brand charisma scale, validating the applicability and the moderating effects of brand charisma on the relationships between perception of luxury, brand experience and brand resonance. Methodological Contributions • This study will develop a brand charisma scale, employing psychometric properties to demonstrate reliability and validity. • This scale will then be used to further develop a Brand Charisma Index Managerial Contributions This study aims to provide a blueprint for luxury brand managers, owners and policymakers on: • How to use brand charisma to grow brand community, brand attachment and brand engagement; vis-a – vis the brand. • Build stronger brands, that are resilient to market changes and fluctuation • Segmentation process to identify consumers with high brand resonance To identify what cues of brand charisma should be present for brand content and campaigns and how to augment these • For inaccessible and affordable luxury offerings, identify whether the presence of brand charisma should be used for both. Provide insights how the presence of brand charisma can impact and influence consumer’s perceptions and emotional responses.

CAN BRAND COOLNESS ENHANCE BRAND RESONANCE IN THE HOSPITALITY INDUSTRY?

Sheng-Hshiung Tsaur,Chang-Hua Yen,Jiun-Chi Tzeng,Lin Hsin 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Brand resonance plays a crucial role in customer relationship management and the development of brand equity between customers and the brand. Therefore, effective methods for promoting customers’ brand resonance are critical in the hospitality industry for gaining competitive advantages and establishing sustainable management strategies. The purpose of this research was to investigate the relationships among brand coolness, customer inspiration, and brand resonance in the hospitality industry, as well as the mediating influence of customer inspiration. A total of 451 customers from 25 well-known brand restaurants in Taiwan returned questionnaires. These restaurants are recommended by TripAdvisor and had elements of coolness indicated in the customer reviews. Among the 451 participants, 260 (57.6%) were female and 191 (42.4%) were male; 344 (76.3%) were unmarried; 279 (61.9%) had received a college-degree certificate or above; and most were 21 to 30 years old (36.6%). The results revealed that brand coolness positively affected customer inspiration and brand resonance and that customer inspiration positively affected brand resonance. Furthermore, customer inspiration mediated the relationship between brand coolness and brand resonance. The study contributes to the hospitality literature of brand resonance. These findings can apply for the practice of brand management and customer relationship management in the hospitality industry.

브랜드 정보 인식요인들이 브랜드 공감에 미치는 효과

최수아(Soow-A Choi),경애림(Ae Rim Kyung),황윤용(Yoon Yong Hwang) 한국산업정보학회 2020 한국산업정보학회논문지 Vol.25 No.4

기업은 수익 극대화 및 새로운 고객유치와 기존고객 이탈방지를 위해 강력한 브랜드 공감을 형성하는 것은 매우 중요하다. 본 연구에서는 브랜드 정체성에 대한 인지, 브랜드 성과, 브랜드 감정으로 이어지는 브랜드 인식요인들과 브랜드 애착과의 관계를 살펴보고, 브랜드 애착이 브랜드 공감을 형성하는데 어떠한 역할을 하는지 검증하였다. 결과적으로, 브랜드 인식요인 중 브랜드 감정이 브랜드 애착에 영향을 미치고 브랜드 공감을 형성하는 핵심요인임을 확인하였다. 또한 소비자들의 진정한 브랜드 공감이 형성되기까지 브랜드 정체성에 대한 인지가 정립되면, 브랜드에 대한 차별적 성과를 통하여 브랜드에 대한 진정한 가치를 경험하게 되고 소비자들의 감성적 반응을 높인다. 이는 브랜드에 대한 애착을 통해 브랜드와 소비자와의 깊은 결속으로 이어지며, 브랜드와 상호작용하고 높은 브랜드 공감적 행동을 보여 주는 것으로 나타났다. It is very important for companies to form a strong brand resonance to maximize profits, attract new customers, and prevent them from leaving existing customers. In this study, we examined the relationship between brand awareness factors and brand attachment leading to brand identity cognition, brand performance, and brand emotion, and verified how brand attachment plays a role in shaping brand resonance. As a result, it was confirmed that brand emotion among brand awareness factors is a key factor affecting brand attachment and forming brand resonance. In addition, if the perception of brand identity is established until the true brand resonance of consumers is established, they will experience the true value of the brand through differential performance on the brand, and further increase the emotional response of consumers. This led to deep solidarity with the brand and consumers through attachment to the brand, interacting with the brand and showing high brand empathy behavior.

ANALYZING FACTORS THAT INFLUENCE BRAND RESONANCE AMONG ALUMNI (AS PAST CUSTOMERS) TO DEVELOP BRAND EQUITY FOR HIGHER EDUCATION BRANDS

Monica Khanna,Isaac Jacob,Anjali Chopra 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

In branding literature, the customer based brand equity (CBBE) model developed by Kevin Lane Keller finds many applications. The CBBE model (Keller, 1993) involves six brand building blocks out of which the brand resonance block is considered to be the most valuable helping firms to reap a host of benefits like higher brand loyalty, greater price premiums and more efficient and effective marketing programs. This research focuses on the factors that influence brand resonance among past customers (alumni) with the objective of building competitive and innovative service strategies that would help in building strong educational brands. The proposed framework for brand resonance includes existing sub dimensions (behavioral loyalty, attitudinal attachment, sense of community and active engagement) along with two additional dimensions (sense of belonging and gratitude) and aims to identify the key drivers of brand resonance. Since brand resonance characterizes the bond shared by past consumers (alumni) with the brand (educational institute) identifying the significant sub dimensions would provide input while devising strategies to engage with past customers (alumni). The present study provides initial empirical evidence that behavioural loyalty and sense of community create feelings of gratitude which impacts brand resonance; alumni who do not have strong feelings of gratitude limit their interaction with their alma mater on all parameters. Since higher education is an experiential service, it is imperative to understand the construct of gratitude that creates brand resonance and use it to develop relationships and competitive service strategies. The ultimate objective of all marketing activity is to build strong and well differentiated brands that would stand the test of competitive forces over time. Building emotional relationships with alumni as past customers rather than maintaining transactional relationships would be possible only if alumni feel emotions of gratitude and sense of belonging with their alma mater.

소셜 미디어-브랜드 팬 페이지 이용과 브랜드 자산의 관계

선종학 사단법인 한국브랜드디자인학회 2019 브랜드디자인학연구 Vol.17 No.3

소셜 미디어(페이스북, 트위터 등)의 등장과 확산은 브랜드 기업으로 하여금 소비자와 정보를 교환하고, 소통하는 방식을 근본적으로 바꾸게 되었다. 따라서 본 연구에서는 소비자의 브랜드 팬 페이지 이용이 고객기반 브랜드 자산(Customer-Based Brand Equity)과 구체적으로 어떤 관계가 있는지, 또한 브랜드 팬 페이지 이용이 어떤 과정을 거쳐 브랜드 공명에 이르는지를 고객-브랜드 관계의 관점에서 살펴보고자 한다. 이와 같은 연구목적을 달성하고자 Keller(2011)의 CBBE 피라미드 모형을 토대로 연구모형과 가설을 제시하였고, 이를 PLS 기법으로 분석하였다. 설문조사기법으로 수집된 총 206명의 응답자료를 분석한 결과, 브랜드 팬 페이지 이용은 소비자의 브랜드 인지도에 정(+)의 유의적인 영향을 미치는 것으로 나타났다. 또한 브랜드에 소비자의 이성적 판단과 직감적 감성, 둘 모두 브랜드에 대한 충성도와 만족도에 유의적 효과가 있다는 실증결과를 얻을 수 있었다. 그러나 이성적 판단보다는 직관적 감성이 브랜드 공명에 미치는 영향력이 더 큰 것으로 나타났다. 결론적으로 본 연구결과는 소셜 미디어에서의 고객-브랜드 관계를 보다 심층적으로 이해할 수 있는 계기를 마련하였다. 특히 소셜 미디어를 이용하여 브랜드 자산의 가치를 향상시키려는 브랜드 관리자에게 보다 현실적인 시사점을 제시하고 있다. Social Media such as Facebook and Tweeter have dramatically changed not only consumers’ daily lives, but the way brand firms exchange information and communicate with their customers. Paying extensive research efforts to the potential effects of brand fan pages(BFP) on customer-brand relationships, prior literature has extensively investigated individual’s BFP adoption, interaction and dynamics among users within a BFP community, and the influence of brand marketing activities on consumer behaviors. However, there is still a lack of empirical research to examine the genuine relationship between BFP use and customer-based brand equity(CBBE) and to explain in the process in which BFP users reach to stage of brand resonance. This study is. thus designed to answer the question of through what processes BFP use influence the critical components in CBBE. In accomplishing the research objectives, the research model and hypotheses based on Keller(2011)’s CBBE pyramid model were proposed and then tested by PLS technique. The results of analyzing a total of 206 responses from a questionnaire survey showed that BFP use is positively related to Brand Awareness. Further, it is also found that both Rational Judgments and Emotional Feelings have a positive impact on Brand Satisfaction and Loyalty. However, the results show that Emotional Feelings have greater impacts on both Brand Satisfaction and Loyalty than Rational Judgments do. In conclusion, it’s believed that this study, by employing CBBE perspective, paves a road to understand in depth the customer-brand relationships in BFP use. Besides, the research results provide concrete insights to brand managers who seek to improve the value of brand equity through social media BFP.

패션브랜드자산의 형성과정에 관한 연구 : 캐주얼 브랜드를 중심으로 Focused on casual wear brand

김혜정,임숙자 한국의류학회 2004 한국의류학회지 Vol.28 No.2

In this complex marketing world, marketers find themselves having to grapple with difficult issues about branding and their brand management. In many cases, a deeper understanding of how consumers feel, think, and act could provide valuable guidance to address these brand-management challenges. The objective of this study is to conceptualize and test the framework of building fashion brand equity, utilizing Keller's CBBE Model as a theoretical framework and Kim and Lim's (2002) scale as a measurement model of fashion brand equity. We conducted a survey toward 696 university students using Kim and Lim's fashion brand equity scale. To test the hypothesized building paths of fashion brand equity, statistical analyses were performed with AMOS 4.1 program using confirmatory factor analysis and structural equation model. The results of this study were as follows. First, fashion brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Fashion brand equity was multi-dimensional brand attitude, which could be measured by 16 items. Consequently, Kim and Lim's scale acquired a statistical validity. Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of fashion brand equity. Third, it was different between two brands to build fashion brand equity.

Celebrity Endorser and Purchase Intention: The Mediating Role of Resonance-Based Self-Attitude and Brand Credibility

Stephanie Angelina GUNAWAN,Asep HERMAWAN,Anton Wachidin WIDJAJA,Innocentius BERNARTO 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.7

This study aims to analyze the mediating influences of resonance-based self-attitude and brand credibility in a relationship between celebrity endorser credibility and celebrity endorser congruity toward brand purchase intention in the current dynamic business environment. It employs a quantitative research method and reports on a survey, using a questionnaire, including the population of consumers of various instant coffee brands in several cities in Indonesia. The number of respondents in this study was 432 people. The analysis was performed using Partial Least Square Structural Equation Modeling and SmartPLS software. The analysis consisted of descriptive statistics, evaluation of the measurement model, evaluation of the structural model, and hypothesis testing. The results partially support the model developed. The findings suggest that the instant coffee product advertising in Indonesia needs to create brand messages focusing on the formation of resonance-based self-attitude from consumers to increase the influence of celebrity endorser credibility and celebrity endorser congruity, as well as the brand credibility towards the brand purchase intention. This study contributes to the marketing literature and the theory of planned behavior by providing empirical evidence on the relationship between celebrity endorser credibility, celebrity endorser congruity, resonance-based self-attitude, brand credibility, and brand purchase intention.

중국 마이크로 영화광고의 서사 전략이 브랜드 공명에 미치는 영향에 관한 연구

양린,이동훈 (사)한국커뮤니케이션디자인협회 커뮤니케이션디자인학회 2019 커뮤니케이션 디자인학연구 Vol.68 No.-

인터넷 플랫폼과 모바일 동영상 앱이 주요한 정보 전파 수단인 오늘 날, 마이크로 영화광고의 형식이 점점 더 활발해지며, 브랜드 디자인 영역에서 중요한 부분이 되었다. 마이크로 영화광고는 전통 TV 광고와 비교해 영화의 예술적 특징과 풍부한 서사 전략을 통해 소비자의 정서적 공감과 소비자의 브랜드 공명을 이끌어내는 장기적인 목표에 중점을 둔다. 중국인의 독특한 심미관, 가치관, 심리적 특징은 서양 소비자와 뚜렷한 차이를 가지므로, 서사(스토리텔링) 전략의 유효성 또한 차이가 난다. 본 연구는 서사 전략의 측면에서 광고의 전달 효과를 분석하고, 광고, 서사, 심리학 이론을 토대로 중국 마이크로 영화 광고의 서사전략 요소를 분석한다. 중국과 서양에서 최근 주목받고 있는 광고 각 30개(총 60개)를 선정하여 광고 안에 내재된 서사전략을 분석하여 해당 요소의 특징을 도출하였다. 이후 도출된 특징이 가장 잘 반영된 대표 브랜드 2개를 선정하여 심층 분석을 진행하였다. In the era of Internet as the main way of information transmission, micro film advertisement is becoming more and more active, and has become an important part of brand design. The focus of micro film advertisement is to arouse the emotional resonance of consumers through narrative strategies, so as to achieve the long-term goal of arousing consumers' resonance to the brand. Due to the unique psychological characteristics and values of Chinese consumers based on traditional Chinese philosophy, they are obviously different from western consumers. Therefore, the effective elements of narrative strategy for brand resonance are different. From the perspective of narrative strategy, this study aims to obtain the analysis elements of narrative strategy of Chinese micro film advertising by analyzing the communication stages of advertising effect. Then, using the comparative analysis method, 30 cases(60 in total) of the most concerned cases in China and the west selected for comparative analysis, and the characteristics of the elements were derived. Finally, the case analysis method is used to analyze the typical cases and verify the effectiveness of the elements.

브랜드 공명을 위한 사회적 디자인의 경험적 맥락과 속성에 관한 고찰

신경철 사단법인 한국브랜드디자인학회 2023 브랜드디자인학연구 Vol.21 No.2

Today, with the improvement of technology and media, consumers tend to go beyond the functional value of a company's product(service) and pursue the symbolic value of a brand that meets their personal beliefs. Accordingly, companies realized the importance of social responsibilities and the need for more strategic social design. Therefore, this study proposes a framework of social design to establish a sustainable CSR and an emotional bond with stakeholders. The research method consists of literature review and case analysis. This thesis studies the essential concept of social design and redefines the meaning of social design in the strategic perspective. Furthermore, this thesis understands the concept of brand resonance in relation to ethical consumers and the role of social design to build it. Ultimately, this study defines 'Experiential Context' as the structure of experience through interactions between companies and various stakeholders participating in social design. Experiential Context includes three contexts: Realization, Motivation, and Activation with main attributes of Learnability, Authenticity, and Enjoyability. The researcher expects that this framework of Social Design will lead to collaboration and sustainable social responsibility activities of companies and various stakeholders, and become a theoretical basis for building effective brand resonance.

EXPLORATION ON THE RESONANCE MODEL OF BRAND COMMUNICATION TOWARD THE ENSEMBLE BETWEEN PRODUCTION AND MARKETING IN TAIWAN SEAFOOD BRANDS.

Ge Kuan Fu-Yung,Huang Chih-Hsiung 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11