How Different Conflict of Reversal Stories affect Consumers' Brand Attitude: The Moderating Effects of Product Types

• Main Authors: Tseng, April, 曾子琳
• Other Authors: Chiu, Hung-Chang
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/73f334

碩士 === 國立清華大學 === 科技管理研究所 === 102 === With the development of brand marketing, brand story has been an essential way of marketing in order to obtain the attentions and good impressions from the consumers. It is very important to know how to use an attractive brand story to impress the target consumers and to establish a good image for them in the competitive markets. An attractive story is composed by several elements, and the “reversal” element play a significant role, which has been used in many stories and can create a powerful influence. “Reversal” means a story should go through the beginning, encountered the climax point of conflict or problems, and the conflict or problem would be resolved in the end. This study divided the conflict of reversal story into 3 types: man against himself, man against man, man against nature. Through the design of different conflict levels in reversal brand stories, with the moderator of product types (Search product: English-language magazines; Experience product: fine dining restaurant), this study tried to examine how different conflict types of reversal brand stories affect the brand attitude of consumers. The results showed that: Overall, stories with reversal would enhance the consumer's brand attitude. “Man against himself” and " man against man” reversal brand stories are more related to brand attitude for experience products then search products. While “man against nature” reversal is no related to brand attitude for experience and search products.