![]() ![]() International Journal of Organizational Innovation, 7(4): 31-47. Yeh H (2015) Effects of ICT’s innovative applications on brand image and customer’s purchase intention.Storytelling marketing, brand image, perceived quality, purchase intention References ![]() According to the results to propose suggestions, it provides indicative reference for ecotourism businesses applying storytelling marketing to promote brand image and enhance consumers’ perceived quality and purchase intention. The research results show significant effects of type of storytelling marketing on brand image, purchase intention, and perceived quality. Total 300 copies of questionnaire are distributed, and 282 valid copies are retrieved, with the retrieval rate 94%. ![]() General people are distributed and collected the questionnaire on-site. From the aspect of storytelling marketing, this study intends to discuss ecotourists’ reaction to stories and understand the effect of emotional appeal to ecotourists by delivering external information to ecotourists. Planned storytelling marketing could create affection and infinite business opportunities as well as infinite value of brand to implant in consumers’ mind. Stories are easily memorized and would appear consonance. Stories have been broadly applied to traditional marketing, attempting to arouse consumers’ affection to present empathy on the characters and plots in the stories and change consumer attitudes to achieve the marketing objective. A Study on the Effect of Storytelling Marketing on Brand Image, Perceived Quality, and Purchase Intention in EcotourismĪ Study on the Effect of Storytelling Marketing on Brand Image, Perceived Quality, and Purchase Intention in EcotourismĮkoloji, 2019, Issue 107, Pages: 705-712, Article No: e107086. ![]()
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