Understanding the Influence of Brand Storytelling on Consumer Attitude, Perceived Value, and Perceived Quality

• Main Authors: Hsiao-yun Chang, 張筱昀
• Other Authors: Ting-hsiang Tseng
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/29667814802183687677

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 104 === In recent years, there have seen increased attention on the influence of brand storytelling on storytelling marketing. With the extensive growing interest in the research of brand storytelling and studying the power of storytelling in branding, however, it should be noted that there have been few attempts to establish a direct relationship between brand storytelling and consumer attitude, perceived value, and perceived quality. Due to the lack of research evidence, this research was designed as an experimental study to provide the insight into the issue. The experiment was divided into two parts, with brand stories and without brand stories. The subjects were selected from parents who had children under 12 years old and there were 164 people in total. This study was conducted to ascertain whether the utilization of brand storytelling would have a powerful effect on consumer attitude, perceived value, and perceived quality or not by testing hypotheses, and identify which type of stories would have the most significant effect on those variables. The study adopted t-test to examine the differences between variables. According to the results, brand stories had significant effect on consumer attitude and perceived value. And the overall results partially supported heritage story and vision story. Experimental results would provide great interests both for application and managerial research. This study contributes to storytelling marketing and practice by demonstrating the power of storytelling on consumers’ experiences. It is hoped that the findings of this study can provide critical importance in laying the groundwork for understanding the influence of brand storytelling in order to propose a demonstration for the case company.