The Impact of Brand Story-Conflict on Brand Attitude and Trust: The Moderating Effects of Product Type

• Main Authors: Wang, Chih Yu, 王之佑
• Other Authors: Chiou, Jyh Shen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/4wqn46

碩士 === 國立政治大學 === 國際經營與貿易研究所 === 100 === Storytelling is a powerful tool for marketing, with the explosive growth of social media and content marketing, more and more companies have begun to paint a picture of their culture and values toward their target customers through storytelling. According to the literature, there are four elements that make up the core basis of storytelling: Message, Conflict, Characters and Plot. These elements can be mixed, matched and applied in variety of ways depending on the context in which the story is told, and company’s purpose. This article focus on manipulating one of these elements: Conflict, using 2 ╳ 2 factorial design to test if there are statistical significance between different degrees of conflicts(high level, low level) and different types of products (search goods, credence goods), on the other hand, this article also set contral groups which without brand story to see if storytelling really makes the difference to customer behavior or not. From what has been discussed, this article finds out that storytelling is significantly good for branding; the result of this article also tells about that the higher level of brand story-conflict creates higher level of the overall trust between brand product and customers on credence goods; on the other hand, the higher level of brand story-conflict decreases the overall trust, preference and perception between brand product and consumers on search goods. Key words: Elements of story, Conflict of story, Product type, Credence goods, Search goods