| Summary: | 碩士 === 元智大學 === 企業管理學系 === 96 === It has been discovered that many successful brand has well-known brand story and companies tend to tell their story to persuade consumers. Also, it can be derived that what a brand make sense to customers is based in part on the brand story. This study is trying to discuss the importance of brand story and explore the relationship between brand story’s dimensions and consumers’ perceived brand image.
This study adopted 2×2×2 experiment design, among which are authenticity (high/low), narrator (first-person/non-first-person), and plot (clear/non-clear). We used SPSS to test our hypotheses and examined the effects of variables. In our findings, the results of analyses indicated that authenticity, narrator and plot truly impact consumers’ perceived brand image. Brand story with high authenticity, clear plot, and told by first-person narrator will induce more positive brand image than those perceived as lower authenticity, non clear plot and told by non-first-person narrator.
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