The Study of Brand Story and Product Category on Brand Effects: MOA Factors as Moderators

This study attempts to examine the effect between brand story and product type on consumers’ evaluation and these effects which are moderated by MOA factors: fashion involvement, material value, brand knowledge and mental simulation. This study also combined brand story and product type on consumers’ brand evaluation. Consumers’ brand evaluation includes consumers’ brand attitude, brand evaluation, brand preference, and brand affect. There are two levels in this study which are brand story types (Symbolic-oriented brand story and Non-symbolic-oriented brand story) and product type (Luxury goods and Necessity goods). The study has following conclusions: 1. Non-symbolic-oriented brand story would evoke consumers’ brand evaluation. 2. Luxury goods would easier evoke consumers’ brand evaluation than necessity goods. 3. Consumers would have better brand evaluation that symbolic-oriented brand story combines with necessity goods. 4. Fashion involvement does moderate the effect of brand story on consumer’ brand evaluation and the effect of product on consumers’ brand evaluation. 5. Materialism value does moderate the effect of brand story on consumer’ brand evaluation and the effect of product on consumers’ brand evaluation. 6. Process-focused mental simulation does not moderate the effect of brand story on consumers’ brand evaluation, but it moderates the effect of product type on consumers’ brand evaluation. 7. Outcome-focused mental simulation does moderate the effect of both brand story and product type on consumers’ brand evaluations.