EXPLORING THE ELEMENTS OF A STORY-FORM ADVERTISING ANS ITS EFFECTIVENESS

[[abstract]]The role of stories and their influence on communication have been widely discussed, yet despite recent advances, one thing remains unclear: How do consumers evaluate and respond to a brand story? To answer these questions, this study conducts a 2 × 2 × 2 × 2 between-subjects design to test hypotheses. The results indicate that all elements of story are significant respectively. In addition, the correlation between authenticity and cognition was significantly higher than that between conciseness and cognition; the correlation between connectedness and affect was significantly higher than that between reversal and affect; cognition was significantly more influential to brand attitude than affect to brand attitude.[[fileno]]2070301030003[[department]]科技管理研究