| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === Enterprises have long faced the challenge of how to promote to the general consumer product packaging, increasing consumer willingness to buy? Part of the industry will choose through a story that conveys product information and then deliver the brand spirit and values. However, faced with how should select the appropriate product type of story, in order to achieve effective advertising communication effects? In this study, FCB model interference variables, with four kinds of brand story, experimental operation, the use of questionnaires, Taiwan North, Central, South of students as test subjects, a total of 4 × 4 = 16 kinds of advertising appeals, in line with the Institute of design brand story with subjects that matches the type of story identified a total of 762 copies. The results showed: (I) Brand Story type of advertising has a significant positive impact on communication effectiveness. (II) Advertising attitude and product attitude and purchase intention has a significant positive effect. (III) Involvement on brand Story types and the impact of advertising communication effect relationship has a regulatory role. (IV) Thinking / feeling on brand story types and the impact of advertising communication effect relationship does not have a regulatory role. (V) FCB model brand story types and effects of the impact of advertising communication relations regulation.
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