Abstract
With the fierce competition among brands, plenty corporations begin portraying their brand with a vivid story to impress consumers. Nevertheless, what constitute an affecting story? Will it vary from the product type such as utilitarian/ hedonic? This article mainly focuses on three critical elements to constitute a compelling story, which comprise authenticity, conciseness, reversal, as well as utilitarian/ hedonic product to evaluate the brand attitude of subjects. Adopting experiment design as our method, therefore, two 2 (high/low) × 2 × 2 between-subjects design will be conducted to test the hypotheses as well as two-way ANOVA to analysis the data in this paper. Consequently, there is significant result in authenticity and reversal toward brand attitude, but the conciseness does not influence brand attitude directly, which has interaction with authenticity and reversal. Therefore, this stream of research is a first step to increased understanding on if the product is hedonic or utilitarian, how can we arrange story-form advertisements.