Effects Of Brand Story On Consumer Attitude

Brand story has not been given sufficient attention in the academic research,unlike brand image,brand culture,brand personality or brand positioning,which areas have lots of research results.Many companies have their own excellent brand story in practice,but they did not pay attention to build up and spread out the story.Based on the present situation of lack of research and insufficient attention,the study is designed to expend and deepen the related theory research of brand story,and to explore the mechanism to constitute the brand story.It would be discussed about elements of brand story in the minds of consumers and the impact of brand story on consumer attitudes.So enterprises could understand the meaning of the story of the brand from the consumer point of view.They can shape and design their own brand story from the consumer point of view and influence consumer attitudes.by their brand stories.The study first makes the literature review for brand story and consumer attitudes of the two key theory,which would lay the foundation for further study.Secondly the study is performed for components and effects of the brand story by in-depth interview,through interviewing with 48 respondents.The interview gives the results that brand story is constituted of five elements,which provides a basis for future in-depth study and scale design.Thirdly,this study begins from samples of brand story,introduce the method of rooted research and content analysis.The reasearch model is proposed by way of sample analysis and interviews.And the overall assumption is put forward that brand story positively influence consumer attitudes and story elements influence consumer attitudes.In the course of this impact,the involvement of story plays an intermediary role,and the involvement of brand plays a regulatory role.Fourth,the 2×2 factors experiment between groups are used and the operational variables are defined in the part of study design.And the material of scenario simulation is designed.According to the theoretical models and hypotheses,the preliminary scales are completed.Questionnaire data are recovered by pre-testing.The data are processed following the item analysis,exploratory factor analysis and reliability analysis.Thereby the preliminary scales arecorrected to make full preparation for the formal experiment.By grouping experiments and data collection and analysis in study design part,the theoretical model is derived and validated.The main empirical results are five levels:the elements dimensions of brand story elements are developed;the scale of consumer attitudes in this study are developed;the impact of brand story on consumer attitudes are verified;the involvement of story plays a partial metiator in the relationship between brand story and consumer attitudes;the involvement of brand plays a positive role in regulating the relationship between brand story and consumer sentiment,and plays a counter-regulatory role in regulating the relationship between brand story and consumer awareness also purchase intent.Finally,on the basis of empirical findings,some reference advice are made for the enterprises.They should pay greater attention to the function of brand story and strive to create attractive brand story.The enterprises should boot brand awareness through the story,rather than the opposite of the traditional way.Also they should enhance the emotional and relational relationship between well-known brands and consumers through brand story.Furthermore,the enterjprises should improve the degree of involvement of consumers in addition to enhance the attractiveness of the brand story.