The Influence of Story Marketing with Narrative Ads on Consumers’ Psychology and Brand Image

• Main Authors: YI-LING TSAI, 蔡宜伶
• Other Authors: PEI-FEN LI
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/57027230560216349041

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 103 === It is trend that many advertisers make a good story to create brand on either television advertisement or internet media YOUTUBE. In addition to adaptation of true story, more and more advertisements appeal to emotional demands of human nature. How to impress audience to make the catchy line linger in their mind by marketing and making it known within few seconds is the key factor to a successful advertisement. Based on observation, story marketing has been widely employed to attract consumers on advertisements. This strategy not only arouses consumers’ sensibility for businesses to achieve sales target, but also enhances reputation of brand image. The main purpose of this study is to discuss the narrative commercial content combined with the story marketing practices of emotional appeals. The focus of this study will research whether emotional responses of consumers will be stimulated and brand image will be enhanced with the strategy of narrative ads combining story marketing on the condition that narrative ad content sympathizes with consumers, and story content is rich in sensibility and vitality. This study adopts survey to research the influence of story marketing and narrative ads on Consumers’ sentiment and brand image. As a result, the study will add one ad case on the survey of narrative ads and that of brand image respectively. Through analyzing the recycling survey, the study explores how advertisements aimed at arouse consumers’ sensibility with story influence brand image.