브랜드 스토리의 허구성 및 품질성이 스토리 몰입, 스토리 태도, 브랜드-소비자 관계에 미치는 영향 = The Impact of Fictionality and Quality of Brand Story on Brand-Consumer Relationship, Immersion, and Attitude toward Brand Storytelling

다국어 초록 (Multilingual Abstract)

This study aimed to reveal the influence of fictionality and quality of story variables as components of storytelling on attitude towards brand storytelling. For this purpose, an experiment was conducted to verify the effects of such variables as fictionality, quality of storytelling on such variables as consumer relationship, immersion in storytelling, attitude towards storytelling. Results are as follows. First, fictionality variable of storytelling was found to have a negative impact on both consumer relationship and attitude towards storytelling, but was found to have a positive impact on immersion in storytelling. Second, quality variable of storytelling was found to have positive impact on consumer relationship, immersion in storytelling, and attitude towards storytelling.

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