The Influence Of Brand Story On Brand Attitude

According to Customer Based Brand Equity(CBBE),storytelling is a key path for an enterprise to build a strong brand.In practice,many excellent brands have appealing brand stories.However,there is still insufficient theoretical explanation and experience summary on how to tell a good brand story.The reason is that the brand story is not only a marketing strategy,but also a cultural phenomenon.In academic research,brand story is still a relatively new research field.This paper tries to combine marketing theory with narrative theory in literature to explore the relationship between brand story,brand emotional experience and brand attitude,which expands the denotation of brand story theory,and opens the black box of the influence mechanism of brand story on consumers' brand attitude.In terms of research methods,first of all,through literature review,comb the relationship between variables such as brand story,brand emotional experience and need for affect,and put forward a theoretical assumption that brand story ending is an important factor affecting the brand emotional experience.Meanwhile,based on previous studies,the author defined the brand story ending and developed a semantic difference scale for it.Secondly,in the hypothesis testing stage,according to the results of data search and in-depth interview,68 brands with stories were sorted out,and 27 brand stories were selected from the 68 brands according to the frequency of brands mentioned,the type of stories and the country of origin.Then,each brand story was arranged into 350 to 500 words for 20 "experts" to score the quality of the story and the ending,Following,a good story with a bad ending was selected and adapted into a happy ending,from which two experimental materials were obtained.Finally,the situational questionnaire experiment method was used to carry out the one-factor twolevel inter-group experiment,and 329 valid questionnaires were obtained in the formal experiment.The results show that :(1)Compared with a brand story with happy ending,the brand story with bad ending has a more significant impact on brand attitudes;(2)Compared with a brand story with happy ending,the brand story with bad ending is more able to trigger consumers' brand emotional experience and thus bring the stronger brand attitude;(3)Brand emotional experience plays a part in mediating the relationship between brand story and brand attitude;(4)When consumers have a high level of need for affect,the brand story with bad ending can stimulate the consumer to have brand emotional experience more than a brand story with happy ending;(5)When consumers have a low level of need for affect,no matter the brand story with bad ending or the brand with happy ending has significant difference in the impact on brand emotional experience.At the end of the study,based on the conclusion of experimental research,this paper puts forward some future research directions and marketing suggestions: pay attention to the creative details of the brand story to shape an attractive brand story;focus on the development of the "immersive experience" story marketing method;combine consumers' personal characteristics and brand positioning,targeting the market.