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.

Contents
1. Introduction 1
2. Theoretical Issues 3
2.1 Utilitarian and Hedonic product 3
2.2 Brand Attitude 4
2.3 Storytelling 6
2.4 Brand Story Elements 7
2.4.1 Authenticity 8
2.4.2 Conciseness 10
2.4.3 Reversal 11
3. Methodology 13
3.1 Design 13
3.2 Pilot study 13
3.3 Research Method 14
4. Study 15
4.1 Stimulus Materials 15
4.2 Measures 16
4.3 Pretest 17
4.4 Procedure 18
4.5 Manipulation Checks 19
5. Analysis 20
6. Conclusion 22
6.1 Discussion 22
6.2 Managerial Implications 23
6.3 Limitation and Future directions 25
References 26

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