本研究主要探討有無品牌故事與品牌故事組成元素之不同,加入產品類別、訊息訴求、自我一致性以及品牌強度對於品牌形象知覺產生之影響效果。透過實驗設計即8(品牌故事組成元素:地點、時間、實體事物、無形事物、經驗、人、結盟、無品牌故事)*2(產品類別:功能性、享樂性)*2(訊息訴求:理性、感性)﹡2 (自我一致性:高、低) ﹡2 (品牌強度:強勢、弱勢)之五因子實驗設計,來驗證本研究之研究推論。 本研究發現:(1)品牌使用品牌故事相較於不採用品牌故事而言,確實會提升功能性、象徵性及經驗性品牌形象知覺。(2)不同品牌故事組成元素相較於無品牌故事會產生不同之品牌形象知覺。(3)有無品牌故事之象徵性品牌形象知覺差異確實受產品類別所干擾,特別是享樂性產品。(4)有無品牌故事之功能性、經驗性品牌形象知覺差異確實受訊息訴求所干擾。(5)有無品牌故事之品牌形象知覺差異確實受自我一致性所干擾,然而對於功能性品牌形象而言,由於較著重產品功能性需求,因此自我一致性此種內在需求所形成之干擾效果較小。(6)有無品牌故事之品牌形象知覺差異確實受品牌強度所干擾,特別是弱勢品牌。 關鍵字:品牌故事(brand story)、品牌故事組成元素(elements of brand story)、產品類別(product category)、訊息訴求(message appeal)、自我一致性(self congruity)、品牌強度(brand strength)
This research is trying to find the effects of brand story’s elements on brand image, adding the moderating effects of product category, message appeal, self congruity, and brand strength. Through experimental design being 8 (elements of brand story: Places, times, Tangible things, Intangible things, experiences, persons and other beings, alliance, non brand story) * 2 (products category: functional, hedonic ) * 2 (message appeal: rational, emotional ) *2 (self- congruity: high, low) * 2 (brand strength: strong, weak ). This experimental design of five factors comes to verify the research inference of this research. Originally discover: (1) opposite to have no brand story, Brand use brand story can raise the functional, symbolic and experiential brand image. (2) Different elements of brand stories will result in different kinds of brand image consciousness. (3) The symbolic brand image consciousness difference of having the brand story is really interfered by the product category, especially in hedonic product. (4) The effects of elements of brand story on brand image is really interfered by message appeal (5) The brand image consciousness difference of having the brand story is really interfered by self congruity, but as to functional brand image, because of relatively focusing on the functional demand of the products, so the interference result that such inherent demand of self congruity forms is relatively little. (6) The brand image consciousness difference of having the brand story is really interfered by the brand strength, especially weak brand.