How does brand microfilm affect viewers' perception of brand equity?

Abstract

Nowadays, although microfilms have become the main strategy for e-marketing and been valued by its potential to help brand or enterprise to build up customer-based brand equity, the effect of microfilm and how it may influence consumers' perception of brand equity is unclear. Based on the heuristic theory and empathy theory, this study aimed to explore how the features of the brand microfilm: narrative structure, perceived aesthetics, and self-reference may influence views' empathy. The relationship between viewers' empathy and their perception of customer-based brand equity was also examined. The results showed that the ability that microfilm can exert viewers' self-reference play a crucial role in evoking their empathy reaction, which in turn enhanced their perception of customer-based brand equity. Finally, some implications of the results were proposed.