Understanding the influences of story elements in service businesses

Yi-Ching Hsieh (), Hung-Chang Chiu (), Yun-Chia Tang () and Chen-Hao Liu ()
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Yi-Ching Hsieh: National Central University
Hung-Chang Chiu: National Tsing Hua University
Yun-Chia Tang: Tunghai University
Chen-Hao Liu: National Tsing Hua University

Service Business, 2018, vol. 12, issue 3, No 8, 619 pages

Abstract: Abstract With the advances of the roles of business stories in marketing, two issues remain unclear: How do consumers evaluate story elements on services? Do usefulness and affect mediate the relationships between business story elements and brand attitude in services? Therefore, to answer these questions, this study conducted between-subjects experiments to investigate the roles of business story elements, usefulness, and affect in financial and restaurants services. The results indicate that the elements of authenticity, reversal, and humor are generally useful in engaging consumers’ usefulness and affect; besides, conciseness is useful in engaging consumers’ usefulness but is not for affect and brand attitude; finally, usefulness and affect are mediators of the relationship between business story elements and brand attitude. These findings provide a framework to design business story and investigate the mediation of usefulness and affect on the relationship between business story elements and brand attitude for services and practitioners.

Keywords: Brand story; Usefulness; Affect; Authenticity; Conciseness; Reversal; Humor (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11628-017-0356-3

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