The Influence of Brand Story Types on Consumers’ Brand Attitude

Abstract

Brands play a key role in corporate competition. The emergence of brand stories helps build brands and enhance brand value. In addition, as a crucial way and channel for brands to communicate with consumers, brand stories have increasingly become an important means for companies to shape their competitive advantages. To explore the impact of brand stories of different manifestations (fictional brand stories, factual brand stories) on the consumer's brand attitudes, this study takes the type of brand story as the independent variable, and brand attitude as the dependent variable, mainly using experimental methods for research, designing single-factor two-level intra-group experiments, and using SPSS to analysis data. Finally, it is concluded that brand stories in different manifestations have significantly different effects on brand attitudes.