نویسندگان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
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.
کلیدواژهها [English]
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