The effect of the truth of a brand story, product characters, and product prices on brand image

• Main Author: 賴冠忠
• Other Authors: 黃仁宏
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/57229098674552015856

碩士 === 國立交通大學 === 管理科學系所 === 102 === Storytelling has been used widely for marketing. Companies make an effort to make their brand and product deeply rooted in consumer’s brain through writing a good brand story. According to the literature, there are many elements that make up a story. Since consumer’s anticipation is so different toward distinct characters of product, this article will focus on one of these elements: Truth of a story. This article use 2*2*2 experiment to test if there are statistical significance between different levels of truth (low and high), characters of product (utilitarian products and hedonic products) and different prices of product (low and high). Before the major experiment, this article also design a test which has no brand story support on a product to verify whether brand story is useful to increase brand image or not. The results show there has positive effect on storytelling by writing a brand story with distinct levels of truth, and the level depends on what kind of product companies want to market.