實務上有許多成功的品牌都擁有屬於他們自己的品牌故事且企業們也透過傳述自己的故事以企圖說服顧客。我們可以發現顧客能夠從故事中發掘出品牌的意義。因此本研究欲探討品牌故事的重要性且企圖找出品牌故事下的構面對顧客知覺到的品牌形象之關係做一系統化之研究。
本研究採用2*2*2實驗設計。其因子之操弄包含高/低真實性、第一人稱敘事者/非第一人稱敘事者、清楚/不清楚的情節。運用SPSS驗證假設並找出各變數間的效果。研究結果指出故事的真實性、敘事者、及其故事情節對於顧客知覺到的品牌形象具有顯著效果影響。且相較於低真實性、非第一人稱敘事者和不清楚的情節，具有高度真實性、由第一人稱敘事者陳述之故事、及具有清楚故事情節之品牌故事能使消費者產生較正向的品牌形象知覺。

It has been discovered that many successful brand has well-known brand story and companies tend to tell their story to persuade consumers. Also, it can be derived that what a brand make sense to customers is based in part on the brand story. This study is trying to discuss the importance of brand story and explore the relationship between brand story’s dimensions and consumers’ perceived brand image.
This study adopted 2×2×2 experiment design, among which are authenticity (high/low), narrator (first-person/non-first-person), and plot (clear/non-clear). We used SPSS to test our hypotheses and examined the effects of variables. In our findings, the results of analyses indicated that authenticity, narrator and plot truly impact consumers’ perceived brand image. Brand story with high authenticity, clear plot, and told by first-person narrator will induce more positive brand image than those perceived as lower authenticity, non clear plot and told by non-first-person narrator.

Contents
ABSTRACT ii
Acknoledgement iii
Contents iv
List of Tables vi
List of Figures vii
Chapter1 Introduction 1
1.1 Study Background and Motivation 1
1.2 Research Questions and Objectives 3
1.3 Expected Contribution 5
Chapter 2 Literature Review and Hypotheses Development 7
2.1 Brand Story 7
2.1.1 Brand Story and Narrative. 7
2.1.2 Functions of Narrative and Brand Story. 9
2.1.3 Narrative Processing. 10
2.1.4 Advertising Narratives. 12
2.2 Brand Image 13
2.2.1 Dimensions of Brand Image. 13
2.3 Relationship between Brand Image and Brand Story 17
2.4 Authenticity 20
2.5 Narrator 24
2.5.1 Narrative Voice. 24
2.5.2 Brand Agent. 26
2.6 Telling: Time and Plot 28
2.7 Research Framework 31
Chapter3 Method 32
3.1 Variables 32
3.1.1 Independent Variables 32
3.1.2 Dependent Variable 34
3.2 Experimental Design and Procedure 35
3.2.1 Experimental Design Matrix 35
3.2.2 Brand and Product Selection 36
3.2.3 Pretest 37
3.2.4 Formal Questionnaire 39
3.3 Sampling and Data Collection 41
3.4 Data Analysis 42
Chapter4. Research Results and Data Analysis 44
4.1 Sample Demographic 44
4.2 Reliability 44
4.3 Hypotheses Test 46
4.3.1 The Effect of Having Brand Story on Brand Image 46
4.3.2 Extra t tests for Effects between Each Experimental Group and Control Group 47
4.3.3 Effects of Three Brand Story Dimensions on Brand Image 51
4.3.4 Authenticity 53
4.3.5 Narrator 55
4.3.6 Plot 56
Chapter 5 Conclusions and Suggestions 58
5.1 Discussions 58
5.1.1 The Effects of Having Brand Story on Brand Image. 58
5.1.2 The effects of Brand Story Dimensions on Brand Image. 59
5.2 Managerial Implications 61
5.3 Research Limitations and Directions for Future Research 63
Reference 66
Appendix1-Questionnaires of Pretest 71
Appendix2-Formal Questionnaires 73

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