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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 16:08:55 (UTC+8) 摘要 AbstractThe mechanisms of storytelling and its impact on customer relationshipsByNolwenn LoisonStorytelling 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 ReferenceADAM SMITH, Jeremy. The Science of the Story. Greater Good Science Center, 2016ALVAREZ, C., FOURNIER, S. Consumers’ relationships with brands. Current Opinions in Psychology, 2016, n°10BARKER, Randolph T., GOWER, Kim. Strategic Application of Storytelling in Organizations: Toward Effective Communication in a Diverse World. Journal of Business Communication, 2010, n°47BARTHES, Roland. Introduction à l`analyse structurale des récits. In Communications. Seuil, 1966BERNARD, Yohan. La netnographie : Une nouvelle méthode d`enquête qualitative basée sur les communautés virtuelles de consommation. Décisions Marketing, 2004BORDEAU, Jeanne. La véritable histoire du storytelling. Expansion Management Review, 2008, n°129BRENNER, Michael. How the Significant Objects Social Experiment Proved the Economic Value of Storytelling. Entrepreneur Europe, 2016CLODONG, Olivier, CHETOCHINE Georges. Le storytelling en action. Eyrolles, 2010DANGEL, Stéphane. Enquête : le storytelling en entreprise. overblog, 2009DENNING, Stephen, Effective storytelling: strategic business narrative techniques. Strategy & Leadership, 2006, vol 34 n° 1DU PLESSIS, Charmaine. An Exploratory Analysis of Essential Elements of Content Marketing, 2015DU PLESSIS, Charmaine. Brand storytelling: the case of Coca-Cola`s Journey corporate website. Communitas, 2015ETGAR, Michel. A Descriptive Model of the Consumer Co production Process. Journal of the Academy of Marketing Science, 2008, n°36, p 97-100GERBER, Wilfrid, PIC, Jean-Christophe, VOICU, Alina. Le storytelling pas à pas. Vuibert, 2012GORRY, Anthony G., WESTBROOK, Robert A. Can you hear me now? Learning from customer stories. Business Horizon, 2011, n°54GURVIEZ, Patricia, KORCHIA, Michaël. Proposition d’une échelle de mesure multidimensionnelle de la confiance dans la marque. Recherche et Applications en Marketing, 2002, vol. 17, n°3HALL, Douglas T., SCHNEIDER, Benjamin, NYGREN, Harold T. Personal Factors in Organizational Identification. Administrative Science Quarterly, 1970, vol 15 n°2HEGNER, Sabrina M., FETSCHERIN, Marc, VAN DELZEN, Marianne. Determinants and outcomes of brand hate. Journal of Product & Brand Management, 2017, n°26, p 13-25HEILBRUNN, Benoît. Modalité et enjeux de la relation consommateur-marque. Revue française de gestion, 2003, n°145KAPFERER, Jean-Noël. Rumeur, le plus vieux des média du monde. Le Seuil, 1987KAUFMAN, Barbara. Stories that SELL, stories that TELL. Journal of Business Strategy, 2003KNITTEL, Zana, BEURER, Karoline, BERNDT, Adele. Brand avoidance among Generation Y consumers. Qualitative Market Research: An International Journal, 2016, n°19KOERNER, Brendan, Geeks in Toyland. Wired, 2006, n°150, p 104-112KOZINETS Robert. The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 2002. 1, Vol. 39. p 61-72.LEWI, Georges. Mythologie des marques : quand les marques font leur storytelling. Pearson, 2009LEWI, Georges. La fabrique de l`ennemi : comment réussir son storytelling. Vuibert, 2013LEWI, Georges. Devenir une marque mythique : Storytelling et digital. Vuibert, 2019LILJANDER, Veronica, GUMMERUS, Johanna, VAN RIEL, Allard. The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 2013, n°20LOVE, Helen. Unraveling the technique of storytelling,. SCM, 2008, n°12LUNDQVIST, Anna, LILJANDER, Veronica, GUMMERUS, Johanna, VAN RIEL Allard. The impact of storytelling on the consumer brand experience: the case of a firm-originated story. Journal of Brand Management, 2013, n°20LUSCH, Robert F, VARGO, Stephen L. Service-Dominant Logic as a Foundation for Building a General Theory in The Service-Dominant Logic of Marketing. M. E. Sharpe, 2006, p 406-420,MAEL, Blake E., ASHFORTH, Fred A. Social Identity Theory and Organization. The Academy of Management Review, 1989, n°14WILSON, Michael. Some Thoughts on Storytelling, Science, and Dealing with a Post-Truth World. Storytelling, Self, Society, 2017, vol 13 n°1OSUNA RAMÍREZ, S. A., VELOUTSOU, C., MORGAN-THOMAS, A. I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product & Brand Management, 2019PROTHERO, Andrea, DOBSCHA, Susan, FREUND, Jim, KILBOURNE, William E., LUCHS, Michael G., OZANNE, Lucie K., THØGERSEN John. Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy and Marketing, 2011, n°308RAIES, Karine, GAVARD-PERRET, Marie-Laure. Intention de fidélité à la marque des participants à une communauté virtuelle de marque : le rôle dual de l`engagement. Recherche et Applications en Marketing, 2011, n°26RODRIGUES, C., BRANDÃO, A., RODRIGUES, P. I can’t stop hating you: an anti-brand-community perspective on Apple brand hate. Journal of Product & Brand Management, 2020SALMON, Christian, Storytelling, Éditions La Découverte, 2007SANKAR, Seen, BHATTACHARYA, C.B. Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Sage jounals, 2003SCHAEFFER, Jean-Marie. De l`imagination à la fiction. Vox Poetica, 2002TAÏEB, Olivier. De l’identité narrative de Ricœur à la mise en intrigue des histoires des toxicomanes, Les histoires des toxicomanes, 2011, p 59-147WEBSTER, Frederick E., Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 1975, vol 2 n°3WOODSIDE, Arch G., SOOD, Suresh, MILLER, Kenneth E. When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing. Psychology & Marketing, 2008, n°25WOODSIDE, Arch G. Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology and Marketing, 2010, n°27ZAK, Paul J. Why Your Brain Loves Good Storytelling. Harvard Business Review, 2014 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
109933053資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109933053 資料類型 thesis dc.contributor.advisor 何富年 zh_TW dc.contributor.advisor Ho, Foo-Nin en_US dc.contributor.author (Authors) 羅寧倫 zh_TW dc.contributor.author (Authors) Nolwenn Loison en_US dc.creator (作者) 羅寧倫 zh_TW dc.creator (作者) Loison, Nolwenn en_US dc.date (日期) 2021 en_US dc.date.accessioned 3-Jan-2022 16:08:55 (UTC+8) - dc.date.available 3-Jan-2022 16:08:55 (UTC+8) - dc.date.issued (上傳時間) 3-Jan-2022 16:08:55 (UTC+8) - dc.identifier (Other Identifiers) G0109933053 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/138380 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 109933053 zh_TW dc.description.abstract (摘要) AbstractThe mechanisms of storytelling and its impact on customer relationshipsByNolwenn LoisonStorytelling 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. en_US dc.description.tableofcontents TABLE OF CONTENTS1. Introduction 12. Part one: Literacy review 32.1. What is storytelling? 32.1.1. Definition of the concept 32.1.2. History: the growing role of storytelling in the business world 52.2. Storytelling mechanisms of influence 92.2.1. Identification 92.2.2. Sharing of emotions 183. Conclusion and transition 254. Part two: analysis of the storytelling used by different Taiwanese companies 274.1. Methodology 274.1.1. Selection of companies analyzed 274.1.2. Development of the analysis grid 284.2. Results 295. Part three: Study 325.1. Methodology 325.2. Analysis 345.2.1.1. Presentation of the sample 345.2.2. Verification of the manipulation 355.2.3. Test of the hypotheses 365.3. Discussion 425.3.1. Theoretical discussion 425.3.2. Managerial discussion 445.4. Limits of the study 446. Conclusion 466.1. Validation or not of the hypotheses 466.2. Limitations of this thesis 467. Reference 488. Appendix 528.1. Appendix 1 528.2. Appendix 2 628.3. Appendix 3 62 zh_TW dc.format.extent 1017697 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109933053 en_US dc.subject (關鍵詞) 敘述方式 zh_TW dc.subject (關鍵詞) 客戶體驗和關係 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 銷售話術 zh_TW dc.subject (關鍵詞) Storytelling en_US dc.subject (關鍵詞) Customer experience and relationship en_US dc.subject (關鍵詞) Brand image en_US dc.subject (關鍵詞) Sales pitch en_US dc.title (題名) 商業敘述方式以及其對客戶關係之影響 zh_TW dc.title (題名) The mechanisms of storytelling and its impact on customer relationships en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) ReferenceADAM SMITH, Jeremy. The Science of the Story. Greater Good Science Center, 2016ALVAREZ, C., FOURNIER, S. Consumers’ relationships with brands. Current Opinions in Psychology, 2016, n°10BARKER, Randolph T., GOWER, Kim. Strategic Application of Storytelling in Organizations: Toward Effective Communication in a Diverse World. Journal of Business Communication, 2010, n°47BARTHES, Roland. Introduction à l`analyse structurale des récits. In Communications. Seuil, 1966BERNARD, Yohan. La netnographie : Une nouvelle méthode d`enquête qualitative basée sur les communautés virtuelles de consommation. Décisions Marketing, 2004BORDEAU, Jeanne. La véritable histoire du storytelling. Expansion Management Review, 2008, n°129BRENNER, Michael. How the Significant Objects Social Experiment Proved the Economic Value of Storytelling. Entrepreneur Europe, 2016CLODONG, Olivier, CHETOCHINE Georges. Le storytelling en action. Eyrolles, 2010DANGEL, Stéphane. Enquête : le storytelling en entreprise. overblog, 2009DENNING, Stephen, Effective storytelling: strategic business narrative techniques. Strategy & Leadership, 2006, vol 34 n° 1DU PLESSIS, Charmaine. An Exploratory Analysis of Essential Elements of Content Marketing, 2015DU PLESSIS, Charmaine. Brand storytelling: the case of Coca-Cola`s Journey corporate website. Communitas, 2015ETGAR, Michel. A Descriptive Model of the Consumer Co production Process. Journal of the Academy of Marketing Science, 2008, n°36, p 97-100GERBER, Wilfrid, PIC, Jean-Christophe, VOICU, Alina. Le storytelling pas à pas. Vuibert, 2012GORRY, Anthony G., WESTBROOK, Robert A. Can you hear me now? Learning from customer stories. Business Horizon, 2011, n°54GURVIEZ, Patricia, KORCHIA, Michaël. Proposition d’une échelle de mesure multidimensionnelle de la confiance dans la marque. Recherche et Applications en Marketing, 2002, vol. 17, n°3HALL, Douglas T., SCHNEIDER, Benjamin, NYGREN, Harold T. Personal Factors in Organizational Identification. Administrative Science Quarterly, 1970, vol 15 n°2HEGNER, Sabrina M., FETSCHERIN, Marc, VAN DELZEN, Marianne. Determinants and outcomes of brand hate. Journal of Product & Brand Management, 2017, n°26, p 13-25HEILBRUNN, Benoît. Modalité et enjeux de la relation consommateur-marque. Revue française de gestion, 2003, n°145KAPFERER, Jean-Noël. Rumeur, le plus vieux des média du monde. Le Seuil, 1987KAUFMAN, Barbara. Stories that SELL, stories that TELL. Journal of Business Strategy, 2003KNITTEL, Zana, BEURER, Karoline, BERNDT, Adele. Brand avoidance among Generation Y consumers. Qualitative Market Research: An International Journal, 2016, n°19KOERNER, Brendan, Geeks in Toyland. Wired, 2006, n°150, p 104-112KOZINETS Robert. The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 2002. 1, Vol. 39. p 61-72.LEWI, Georges. Mythologie des marques : quand les marques font leur storytelling. Pearson, 2009LEWI, Georges. La fabrique de l`ennemi : comment réussir son storytelling. Vuibert, 2013LEWI, Georges. Devenir une marque mythique : Storytelling et digital. Vuibert, 2019LILJANDER, Veronica, GUMMERUS, Johanna, VAN RIEL, Allard. The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 2013, n°20LOVE, Helen. Unraveling the technique of storytelling,. SCM, 2008, n°12LUNDQVIST, Anna, LILJANDER, Veronica, GUMMERUS, Johanna, VAN RIEL Allard. The impact of storytelling on the consumer brand experience: the case of a firm-originated story. Journal of Brand Management, 2013, n°20LUSCH, Robert F, VARGO, Stephen L. Service-Dominant Logic as a Foundation for Building a General Theory in The Service-Dominant Logic of Marketing. M. E. Sharpe, 2006, p 406-420,MAEL, Blake E., ASHFORTH, Fred A. Social Identity Theory and Organization. The Academy of Management Review, 1989, n°14WILSON, Michael. Some Thoughts on Storytelling, Science, and Dealing with a Post-Truth World. Storytelling, Self, Society, 2017, vol 13 n°1OSUNA RAMÍREZ, S. A., VELOUTSOU, C., MORGAN-THOMAS, A. I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product & Brand Management, 2019PROTHERO, Andrea, DOBSCHA, Susan, FREUND, Jim, KILBOURNE, William E., LUCHS, Michael G., OZANNE, Lucie K., THØGERSEN John. Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy and Marketing, 2011, n°308RAIES, Karine, GAVARD-PERRET, Marie-Laure. Intention de fidélité à la marque des participants à une communauté virtuelle de marque : le rôle dual de l`engagement. Recherche et Applications en Marketing, 2011, n°26RODRIGUES, C., BRANDÃO, A., RODRIGUES, P. I can’t stop hating you: an anti-brand-community perspective on Apple brand hate. Journal of Product & Brand Management, 2020SALMON, Christian, Storytelling, Éditions La Découverte, 2007SANKAR, Seen, BHATTACHARYA, C.B. Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Sage jounals, 2003SCHAEFFER, Jean-Marie. De l`imagination à la fiction. Vox Poetica, 2002TAÏEB, Olivier. De l’identité narrative de Ricœur à la mise en intrigue des histoires des toxicomanes, Les histoires des toxicomanes, 2011, p 59-147WEBSTER, Frederick E., Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 1975, vol 2 n°3WOODSIDE, Arch G., SOOD, Suresh, MILLER, Kenneth E. When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing. Psychology & Marketing, 2008, n°25WOODSIDE, Arch G. Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology and Marketing, 2010, n°27ZAK, Paul J. Why Your Brain Loves Good Storytelling. Harvard Business Review, 2014 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202101743 en_US
