故事行銷是近年用以推廣品牌的重要工具。故事是品牌管理的基礎,企業為品牌創造出有意義的故事,企圖將顧客和公司連結在一起,同時賦予這種連結關係一項獨特的意義。故事行銷被認為可以協助消費者認識品牌進而認同品牌精神與價值觀,甚至受到感動並與品牌產生親密關係,因此故事行銷備受重視。而現有研究大多使用質性研究方法探究品牌故事的內涵與成功因素。然而,各種品牌故事對於消費者是否真能產生企業所期待的影響力?而且對於不同的產品又該如何選擇合適的故事類型進行操作,才能贏得廣告效果?為此,本研究以巧克力(低涉入)與筆記型電腦(高涉入)為研究產品,將故事類型分為無品牌故事、品牌自身歷程、功能與價值、他人與品牌互動四種,進行2×4的實驗設計。共計問卷調440位大學生。研究結果發現:(一)在低涉入產品中,不同品牌故事類型對廣告態度與產品態度之平均數具有顯著差異,而高涉入產品之廣告態度之平均數具有顯著差異,且當中又以「他人與品牌互動」之平均數最高。(二)廣告態度與產品態度對購買意願具有顯著影響。(三)涉入程度對品牌故事類型與產品態度之關係存在干擾效果。
Story marketing is an important tool to promote the brand in this years. Stories are the basis for brand management. The enterprise creates those interesting stories and makes a link between the company and the customers. Moreover, they give this link a particular meaning of life. By those stories, consumers are getting closer and learning more about the brand. Story marketing is more and more important nowadays. Current researches are mostly focused on analyzing those stories and the key components of what makes them successful. Does these brand stories really can produce the expected impact to the consumers? And how to chose the right type of brand story to use? Through this study, we use chocolate on behalf of low involvement and notebook on behalf of high involvement. The brand story types are divided into “None story”, “Course of the brand”, “Features and value of the brand” and “Interaction with others”, for 2*4 experimental design and survey 440 college students by questionnaires. Study results show that: (I) In low product involvement cases, have a significant impact on advertising and product attitudes ; in high product involvement cases, stories that use the type “Interaction with others” have a significant impact on advertising attitudes. (II) Advertising attitude and product attitude has a significant impact on purchase intention. (III) The relationship between brand story types and advertising effect has interfered by the Degree of product involvement.