University of Isfahan New Marketing Research Journal 2228-7744 6 0 2016 04 20 An Investigation of the Effect of Brand Story Role on Perceived Brand Image Using Conversation Analysis (Case Study: Apple Products) An Investigation of the Effect of Brand Story Role on Perceived Brand Image Using Conversation Analysis (Case Study: Apple Products) 197 212 17844 10.22108/nmrj.2016.17844 FA Reza Omidipasand Hassan Abbaszadeh Abolfazl Tajzadeh Yamin Mahdi Allahdadi Journal Article 2016 06 14 Many successful brands communicate with consumers through brand stories. Brand story plays an important role in helping consumers to perceive brand. This research investigates the relationship between a brand story’s structure including authenticity, narrator and plot, and consumers’ perceptions of brand image. The effect of the above-mentioned components on perceived brand image was assessed using conversation analysis qualitative method. The research findings suggested that a brand story with high authenticity, clear plot, and told by the first-person narrator tends to be perceived with more positive brand image than one with lower authenticity, an unclear plot and told by a non-first-person narrator. Many successful brands communicate with consumers through brand stories. Brand story plays an important role in helping consumers to perceive brand. This research investigates the relationship between a brand story’s structure including authenticity, narrator and plot, and consumers’ perceptions of brand image. The effect of the above-mentioned components on perceived brand image was assessed using conversation analysis qualitative method. The research findings suggested that a brand story with high authenticity, clear plot, and told by the first-person narrator tends to be perceived with more positive brand image than one with lower authenticity, an unclear plot and told by a non-first-person narrator. https://nmrj.ui.ac.ir/article_17844_50710383744cd731706f64b1abfa12a6.pdf