An Investigation of the Effect of Brand Story Role on Perceived Brand Image Using Conversation Analysis (Case Study: Apple Products)

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.