| Summary: | 碩士 === 大葉大學 === 企業管理學系碩士班 === 105 === Branding is at the core of the marketing strategies of most firms. Furthermore, the reason that a brand needs to be complemented by a story is that stories allow information to be introduced to the mind of the consumer. Stories transmit brand information, shorten the distance between products and consumers, establish a connection between the brand and the consumer, and generate deep and lasting brand images by increasing consumers’ perception of brands and products. Brand personality can simultaneously create a unique impression for consumers and companies and generate more elements that are positive; as a result, many academics have begun to conduct research for and establish definitions of brand personality. The present study contributes to story marketing literature by providing empirical evidence of the effects of company generated and communicated brand stories on brand personality and customer satisfaction. The study highlights several interesting findings, including that there is a positive relationship between brand story and brand personality, and between brand personality and customer satisfaction. In additions, brand personality play as a mediator between brand story and customer satisfaction.
|
|---|
