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

摘要： 探索品牌叙事中品牌地位定位策略如何与故事情节设计共同发挥作用，并影响消费者的品牌态度。以复仇题材的品牌故事为情境，研究了品牌地位定位（强势者vs.弱势者）与复仇叙事情节的交互如何影响消费者的品牌态度。通过一个定性研究和两个实验研究，考察了两种复仇叙事情节设计要素，即品牌在复仇故事中扮演的角色（复仇工具vs.复仇目的）和复仇焦点（为自我复仇vs.为他人复仇），与品牌地位定位策略的匹配关系。研究发现：当品牌采用强势者定位讲述品牌作为复仇工具以及为自我复仇的复仇故事时，消费者的品牌态度会更好；当品牌采用弱势者定位讲述品牌作为复仇目的以及为他人复仇的复仇故事时，消费者的品牌态度会更好；复仇满足感和复仇公平感分别在其中起到中介作用。发现了采用不同地位定位策略的品牌如何设计复仇故事才能带来更积极的消费者品牌态度，具有很强的现实意义。同时，本文解释了个体对不同品牌地位定位策略和故事情节设计做出反应的心理机制，促进了品牌地位定位策略与品牌叙事研究领域的研究。

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