品牌故事之影響性與受重視程度與日俱增，但什麼樣的品牌故事內容對於消費行為較具影響 力卻少人提及，本研究針對消費者對於品牌故事類型、故事呈現方式之偏好，應用模糊層級分析 法探討品牌故事內容架構與各要素間相對偏好強度之差異，共蒐集有效專家問卷30 份，經由模 糊層級分析後得到研究結果為：(1)在品牌故事類型中，消費者最偏好「品牌核心價值故事」；(2) 在故事類型次構面中，消費者最偏好「品牌誕生的故事」。(3)在品牌故事呈現方式方面，消費者 最喜歡「劇情類」。(4)故事呈現方式次構面中，以「情節故事」最獲消費者青睞。此分析結果可 提供組織更加了解如何透由品牌故事提高組織績效。

Owing to more and more importance of brand story, this research focus on the state of consumer's perception, brand story type, and brand story attribute. This study uses Fuzzy AHP method to explore the relationship between brand story type and the strength of customer perception. After collecting and analyzing the response of 30 expert samples. The result of this study reveals that: (1) the most prefer brand story type is “brand core value story.” (2) the most perfect factor of the second level of brand story type is “brand birth story.” (3) the most prefer brand story attribute is“scenero.”(4) the most prefer factor of the second level of brand attribute is “plot story.” This result is helpful for organizations to realize how to promote themselves by means of brand story so as to come to high performance.