关键词:

品牌地位定位, 叙事情节设计, 复仇叙事, 复仇满足感, 复仇公平感

Abstract: This paper explores how brand positioning strategies work together with plot design in brand narrative to influence consumers’ brand attitudes. Specifically, this paper studies the interactive effect between brand positioning strategies and narrative plot design on consumers’ brand attitudes in revenge-themed brand stories. A qualitative study identifies two brand revenge narrative design elements: brand role (revenge tool versus revenge purpose) and revenge focus (revenge for oneself versus revenge for others). Then, two experiments are conducted. It is found that a top-dog brand designed as a revenge tool will improve consumers’ brand attitude, while an underdog brand designed as the revenge purpose will improve consumers’ attitude. Revenges for oneself will improve consumers’ attitude for top-dog brands, while revenges for others will improve consumers’ attitude for underdog brands. 

Key words:

brand positioning status, narrative plot design, revenge narrative, revenge satisfaction, perceived fairness