Proper

Abstract

In today's crowded advertising market, driven by intense competition and media diversity, attracting consumer attention and attention is paramount. Since attention is a prerequisite for information processing, if the consumer does not pay attention to the advertisement, then the advertisement attitude, the brand attitude, and the purchase of the advertisement product as the attitude change process cannot be expected(Hovland et al, 1953). In this study, brand story advertisement type was used as a variable, and its types include history, story - maker, and brand contents. We analyzed the effects of brand story advertising through cognitive, emotional empathy, corporate behavior, social behavior, corporate image as corporate contribution, and attitude and behavioral consumer loyalty.