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https://ah.lib.nccu.edu.tw/handle/140.119/138380| 題名: | 商業敘述方式以及其對客戶關係之影響 The mechanisms of storytelling and its impact on customer relationships |
作者: | 羅寧倫 Loison, Nolwenn |
貢獻者: | 何富年 Ho, Foo-Nin 羅寧倫 Nolwenn Loison |
關鍵詞: | 敘述方式 客戶體驗和關係 品牌形象 銷售話術 Storytelling Customer experience and relationship Brand image Sales pitch |
日期: | 2021 | 上傳時間: | 3-Jan-2022 | 摘要: | Abstract\nThe mechanisms of storytelling and its impact on customer relationships\nBy\nNolwenn Loison\nStorytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and above all, to attract customers. Storytelling is considered as a powerful tool to generate a strong brand image. It has also established itself as an effective vector of corporate values. Through this thesis project, the objective is to understand why this practice can be so effective and how it works. This thesis also seeks to demonstrate the impact of storytelling on customer loyalty and the elements that influence this impact. There are many notions that revolve around storytelling. Here are the ones that this thesis focuses on: identification, emotion creation, trust (through credibility, integrity, and benevolence), customer loyalty and brand commitment. | 參考文獻: | Reference\nADAM SMITH, Jeremy. The Science of the Story. Greater Good Science Center, 2016\nALVAREZ, C., FOURNIER, S. Consumers’ relationships with brands. Current Opinions in Psychology, 2016, n°10\nBARKER, Randolph T., GOWER, Kim. Strategic Application of Storytelling in Organizations: Toward Effective Communication in a Diverse World. Journal of Business Communication, 2010, n°47\nBARTHES, Roland. Introduction à l`analyse structurale des récits. In Communications. Seuil, 1966\nBERNARD, Yohan. La netnographie : Une nouvelle méthode d`enquête qualitative basée sur les communautés virtuelles de consommation. Décisions Marketing, 2004\nBORDEAU, Jeanne. La véritable histoire du storytelling. Expansion Management Review, 2008, n°129\nBRENNER, Michael. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0109933053 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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