广告
品牌忠诚度
业务
品牌管理
营销
产品(数学)
品牌知名度
价值(数学)
品牌资产
体验式学习
背景(考古学)
品牌延伸
游戏娱乐
忠诚
心理学
数学教育
视觉艺术
古生物学
几何学
艺术
机器学习
数学
生物
计算机科学
标识
DOI:10.1080/02650487.2020.1788311
摘要
Branded content marketing serves as an ongoing conversation between brands and consumers. Creating value-rich information that breaks through the noise and that can accelerate brand building has been a standing challenge for many brands. Informed by extant literature on content marketing, this study proposed a comprehensive theoretical framework that explicates the mechanism of branded content marketing in brand loyalty across both high- and low-product involvement brands. This study applied the classification of consumption values to the context of content marketing, hypothesized, and identified consumers’ experiential evaluation as an underlying mechanism of content marketing accounting for brand loyalty. Specifically, for a high-product involvement brand (i.e., Lenovo), consumers’ perceived informative and entertainment value of branded content, as well as the perceived functional value of the brand’s YouTube channel, positively shape their experiential evaluation of the brand, which in turn, leads to greater brand loyalty. For a low-product involvement brand (i.e., Nescafé), consumers’ derived entertainment and social value of branded content, as well as the functional value of its YouTube channel, jointly affect consumers’ experiential evaluation, which subsequently contributes to elevated brand loyalty.
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