東亞経濟研究
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東亞経濟研究 Volume 69 Issue 1
published_at 2010-08-31
How authenticity, narrator, and plot of a story affect perceived brand image
How authenticity, narrator, and plot of a story affect perceived brand image
Huang Wen-yeh (Rene)
About This Article
Descriptions
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.
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