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標題: A Study on Story-Form Advertising and Customer Characteristics
作者: 陳香君
Chen, Hsiang-Chun
關鍵字: story-form advertising;故事型廣告;attitude;gender difference;personality traits;態度;性別差異;人格特質
出版社: 科技管理研究所
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Prior research has provided huge evidence for the alchemy of storytelling. Recently, more and more firms pay attention to inspire employees as well as to attract customers through a brand story or a story-form advertising. This study offers the four key elements which are concluded to constitute a compelling story. Four elements include authenticity, conciseness, reversal and connectedness. Further, study examines how elements of story differ in customer characteristics affect brand attitude through cognition and affect. Gender and personality traits were used to distinguish participants into several groups. A 2 2 2 2 between-subjects design will be conducted to test the hypotheses in both studies in this paper.

The results indicate that all elements of story are significant respectively. In addition, the correlation between authenticity and cognition was proved higher than that between conciseness and cognition; the correlation between connectedness and affect was proved higher than that between reversal and affect; cognition was proved more influential to brand attitude than affect to brand attitude. The result also shows that there are no differences between male and female groups. Furthermore, the findings reveal that only two personality traits (openness and neuroticism) have significantly differences. Cognition is more influential on brand attitude under high openness. Most of the correlations across groups of neuroticism are significantly different, besides the correlation between conciseness and cognition as well as connectedness and affect.


其他識別: U0005-3007200818041600
Appears in Collections:科技管理研究所

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