As a communication tool between brands and consumers, stories can establish the uniqueness and attractiveness of a brand, and increase consumers' brand attitude. At present, existing researches mainly focuses on the validity of story marketing, while there is relatively little research on the effect of story type. In view of this, the research will focus on the effect of the interaction of story type and product type on consumers' brand attitude through two lab experiments. It is found that when the product is utilitarian, stories centered around the enterprise lead to higher brand attitudes; When the product is hedonic, stories centered around consumers bring higher brand attitudes. The conclusion of this research enriches existing story marketing researches and provides marketing insights for enterprises.

Liang Dong. The Impact of Story Type on Consumers' Brand Attitudes. Academic Journal of Business & Management (2024) Vol. 6, Issue 10: 211-217. https://doi.org/10.25236/AJBM.2024.061031.

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