EFFECTS OF ENGLISH BRAND NARRATIVE ON EMOTIONAL RESONANCE AND PURCHASING BEHAVIOR: A MEDIATING-EFFECT STUDY
Keywords:
English brand narrative, Emotional resonance, Purchasing behavior, Mediating effect, Cross-cultural marketingAbstract
Against the backdrop of global brand communication and cross-border consumption, English brand narrative has become an important means for multinational brands and Chinese overseas brands to carry out cross-cultural marketing and build brand identity. Based on the brand narrative theory, emotional marketing theory and consumer behavior theory, this paper divides English brand narrative into four dimensions: story integrity, value delivery, linguistic appeal and cultural adaptability, and constructs a theoretical model of "English brand narrative - emotional resonance - consumers' purchasing behavior". Valid sample data were collected through questionnaire surveys, and empirical research was conducted by using reliability and validity analysis, correlation analysis, regression analysis and Bootstrap mediating effect test. The results show that all four dimensions of English brand narrative have a significant positive impact on consumers' emotional resonance; emotional resonance has a significant positive impact on purchasing behavior; and emotional resonance plays a partial mediating role between English brand narrative and purchasing behavior. The conclusions of this paper enrich the empirical research results in the fields of brand narrative and cross-cultural marketing, and provide practical references for enterprises to optimize their English brand narrative strategies, deepen emotional connections with consumers and improve the transformation of consumption behavior.References
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