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フルテキストURLC040069000115.pdf ( 907.1KB ) 公開日 2012-03-22
タイトルHow authenticity, narrator, and plot of a story affect perceived brand image
作成者Huang, Wen-yeh (Rene)
内容記述(抄録等)Many successful brands have employed brand story to communicate with consumers. Brand story plays a part in helping consumers make sense of the brand. This study intended to investigate the relationship between brand story's demensions, including authenticity, narrator, plot, and consumers' perceptions of brand image. A 2x2x2 experimental design was employed to test the effect of abovementioned dimensions on perceived brand image. Findings suggested that brand story with high authenticity, clear plot, and told by the first-person narrator tend to be perceived with more positive brand image than those with lower authenticity, non clear plot and told by non-first-person narrator.
本文言語eng
主題経済学
資料タイプtext
ファイル形式application/pdf
出版者山口大学東亜経済学会
出版者ヨミヤマグチ ダイガク トウア ケイザイ ガッカイ
NII資料タイプ紀要論文
ISSN0911-6303
NCIDAN00155911
学内刊行物(紀要等)東亞経濟研究
掲載誌名東亞経濟研究
69
1
開始ページ193
終了ページ205
発行日2010-08-31
著者版/出版社版出版社版
リポジトリIDC040069000115
地域区分山口大学
URIhttp://www.lib.yamaguchi-u.ac.jp/yunoca/handle/C040069000115