THE INFLUENCE OF BRAND STORY ON THE RESEARCH OF CONSUMER ATTITUDE TO THE BRAND

Abstract

With the presence of numerous consumer brands in the market, more stringent requirements are placed on consumers to obtain brand perception value, and how entrepreneurs can differentiate their brands has become a major challenge. This study uses many related theories such as optimal arousal theory and social exchange theory based on brand stories, starting with improving consumers’ cognitive and emotional attitude towards the brand, and then allows entrepreneurs to achieve higher consumer perceptions of their brand’s value. Using SPSS data analysis software, after statistical testing of hierarchical regression, the final brand story greatly influences consumers' attitude towards the brand.