This study bridges the gap between the managerial view and the consumer view integrating research on storytelling with consumer perceptions of brand heritage. It identifies key elements of the stories told by managers of heritage product brands and consumer responses to these elements. Adopting a mixed-methods approach, four empirical studies (in-depth interviews with managers, content analysis of brand websites, a survey, and an experiment) provide evidence for relevant story elements, their use by heritage brand managers and their effects on consumers' responses. With several variables included as controls (consumer age, anxiety state, biological sex, brand familiarity, category involvement, category knowledge and verbal processing style), the findings indicate that brand managers' assumptions about the effectiveness of specific narrative elements do not entirely reflect consumer' responses to these elements. Managers (Studies 1 and 2) commonly employ the story elements of the date of foundation, people, technology, omni-temporality, struggle, and the place of foundation. While consumers (Studies 3 and 4) infer heritage from the brand's date of foundation, omni-temporality, and technology, the results are less unanimous for the story elements of people, struggle, and place of foundation.

中文翻译：

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品牌叙事：传统品牌之间的内容和后果

这项研究弥合了管理观点和消费者观点之间的差距，将讲故事的研究与消费者对品牌遗产的看法相结合。它确定了传统产品品牌经理讲述的故事的关键元素以及消费者对这些元素的反应。采用混合方法，四项实证研究（与经理的深度访谈、品牌网站的内容分析、调查和实验）为相关故事元素、传统品牌经理对它们的使用及其对消费者的影响提供了证据。回应。将几个变量作为对照（消费者年龄、焦虑状态、生理性别、品牌熟悉度、品类参与度、品类知识和语言处理风格），结果表明品牌经理的 关于特定叙事元素有效性的假设并不能完全反映消费者对这些元素的反应。管理人员（研究 1 和 2）通常采用成立日期、人员、技术、全时性、斗争和成立地点等故事元素。虽然消费者（研究 3 和 4）从品牌的创立日期、全时性和技术推断出传统，但结果对于人物、斗争和创立地点的故事元素却不太一致。