The Impact Of Stories On Consumer's Brand Cognition And Behavior Intention

Storytelling has gradually become one of the main ways for companies at the process of brand communication.Storytelling refers to the dissemination of channels through integrated channels,and the story is the main promotional content.It conveys the brand concept,development vision,product selling point,product features,etc.to the public,so as to enhance consumers' awareness of the company's brand and strengthen products as well as the consumer's emotional connection.This essay focuses on empirical research and classifies story influencing factors into four categories: story characters,story scenes,story plots,and story features;brand perception is divided into two dimensions: functional cognition and affective cognition.The behavioral intention of consumers is divided into three dimensions: searching intention,sharing intention,paying intention.On this basis,a total of 312 valid samples were collected through questionnaire surveys,and data analysis was conducted on the collected first-hand data to test whether the theoretical model and research hypothesis were established.Based on the research conclusions,we well recognized that the storytelling strategy of company and its influence.Finally,I will list some suggestions for company to increase their influence and popularity.This research draws the following conclusions:(1)Story characters,story scenes,story plots and story features have a significant positive impact on consumer brand perceptions.(2)Story scenes and story features have a significant positive impact on consumers' search intentions.(3)Story characters and story scenes have a significant positive impact on consumers' willingness to share.(4)Story scenes and story features have a significant positive impact on consumers' purchase intentions.