10381 
7119由于故事不需要消费者进行复杂的信息处理，故事叙述已经成为影响消费者态度的有效方式。本研究发现，品牌传记的故事叙述能够激发消费者的移情反应，进而影响消费者的品牌态度。本研究通过四项实验证实，劣势者品牌传记与优胜者品牌传记都能够激发消费者的移情反应，进而提升消费者的品牌态度；同时品牌来源国和消费可见度会对该过程产生调节作用。本研究丰富了品牌传记与故事叙述的理论发现，对中国企业运用品牌传记影响消费者品牌态度具有营销实践价值。
示弱还是示强？品牌传记与消费者品牌态度：移情的中介作用
摘要
参考文献
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引用本文
沈正舜, 李怀斌. 示弱还是示强？品牌传记与消费者品牌态度：移情的中介作用[J]. 外国经济与管理, 2019, 41(6): 138-152.
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