Abstract
Nowadays, there are increasingly numbers of marketers emphasizing the brand story building to seize the consumers’ attention. Though there are several elements constituted a brand story, the reversal among is the main issue concerned here due to its significance and commonly applied to commercial brand stories. Consequently, an experiment was designed to test whether the reversal affect consumers’ attitude toward brand via brand stories. In addition, the influence from brand story with reversal to goods/ services with different price level would also be tested. Regarding the product items, a pilot study was implemented to choose appropriately, and eventually the four product items were selected: English-language magazine and dessert restaurant for relatively lower price products whereas laptop and luxury hotel for relatively higher price products. According to the experiment result, a brand story with high reversal would significantly raise respondents’ story attitude and therefore the brand attitude when the price level was low yet there was no significant effect on the higher price products. Besides, the brand story attitude was approved to complete mediate the brand attitude of both the products with lower and higher price level. As the result, other than the brands with higher price products that tend to pay more attention on its brand story forming originally, the brand with lower price products should also pay more focus on it.