Research on the Construction of Brand Stories of Liquor in the Era of Big Data - Analysis Based on Nvivo

DOI

10.2991/978-94-6463-058-9_79How to use a DOI?

Keywords

Brand story; Qualitative Analysis; liquor; Nvivo

Abstract

The era of Big Data, with the development of the internet, brand stories have become an essential way of brand shaping and communication. This paper selects 15 brand stories of Sichuan liquor brands as research samples, and uses Nvivo software, combined with qualitative analysis methods, to explore the text characteristics from brand stories’ four elements which include messages, conflicts, events, and characters about the brand stories. It finally provides references for the construction of brand stories of liquor, and effectively promotes brand communication of liquor.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinyu Jiang
AU  - Sifan Pei
AU  - Hao Wang
AU  - Kun Qin
AU  - Chunmei Chen
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Construction of Brand Stories of Liquor in the Era of Big Data - Analysis Based on Nvivo
BT  - Proceedings of the 2nd International Conference on Internet, Education and Information Technology (IEIT 2022)
PB  - Atlantis Press
SP  - 483
EP  - 488
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-058-9_79
DO  - 10.2991/978-94-6463-058-9_79
ID  - Jiang2022
ER  -