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研究生:林君黛
研究生(外文):Lin, Chun-Dai
論文名稱:A Preliminary Study of telling a good brand story
論文名稱(外文):如何說好品牌故事之初探研究
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Chiu, Hung-Chang
口試委員:黎正中方友平
口試日期:2012-01-12
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:30
中文關鍵詞:故事行銷真實性簡潔性曲折性曲折性快樂品品牌態度
外文關鍵詞:Story-Form Advertisingauthenticityconcisenessreversalutilitarian producthedonic productbrand Attitude
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With the fierce competition among brands, plenty corporations begin portraying their brand with a vivid story to impress consumers. Nevertheless, what constitute an affecting story? Will it vary from the product type such as utilitarian/ hedonic? This article mainly focuses on three critical elements to constitute a compelling story, which comprise authenticity, conciseness, reversal, as well as utilitarian/ hedonic product to evaluate the brand attitude of subjects.

Adopting experiment design as our method, therefore, two 2 (high/low) × 2 × 2 between-subjects design will be conducted to test the hypotheses as well as two-way ANOVA to analysis the data in this paper. Consequently, there is significant result in authenticity and reversal toward brand attitude, but the conciseness does not influence brand attitude directly, which has interaction with authenticity and reversal. Therefore, this stream of research is a first step to increased understanding on if the product is hedonic or utilitarian, how can we arrange story-form advertisements.

Contents
1. Introduction 1
2. Theoretical Issues 3
2.1 Utilitarian and Hedonic product 3
2.2 Brand Attitude 4
2.3 Storytelling 6
2.4 Brand Story Elements 7
2.4.1 Authenticity 8
2.4.2 Conciseness 10
2.4.3 Reversal 11
3. Methodology 13
3.1 Design 13
3.2 Pilot study 13
3.3 Research Method 14
4. Study 15
4.1 Stimulus Materials 15
4.2 Measures 16
4.3 Pretest 17
4.4 Procedure 18
4.5 Manipulation Checks 19
5. Analysis 20
6. Conclusion 22
6.1 Discussion 22
6.2 Managerial Implications 23
6.3 Limitation and Future directions 25
References 26


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