The Bulletin of JSS D Vo l . x No.x pp.1-6(20xx) Original papers Received January 12, 2015; Accepted September 15, 2015 Original paper and Value of Hand-touch Products. Journal of National 26. Millman D. Brand thinking and other noble pursuits. United University 2008; 5(1): 159-179. Skyhorse Publishing: New York, 2011. 8. Gobe M. Emotional branding. Allworth Press: New 27. Martin CL. Relationship marketing: A NARRATIVE CONVEYANCE OF STORY THEMES IN York, 2009. high-involvement product attribute approach. Journal 9. Hassenzahl M. The interplay of beauty, goodness, and of Product & Brand Management 1998; 7(1): 6-26. TEMPLES usability in interactive products. Human-Computer 28. Roberts K. Lovemarks: the future beyond brands Interaction 2004; 19(4): 319-349. Argentina. DIRCOM Group: Buenos Aires, 2004; 10. Lin R. Cultural Creativity Added Design Value, Art 35-46. Hsiang-Lien LEE* **, Chi-Hsiung TSENG* and Chun-Hung LIU* *** Appreciation 2005; 1(7): 26-32. 29. Rahinel R, Redden JP. Brands as product coordinators: 11. Chen SJ, Hsu CH, Lin CL. The Transformation of Matching brands make joint consumption experiences *Graduate School of Design, National Yunlin University of Science and Technology, Yunlin, Taiwan 64002, R. O. C. Song Ci Poetry Image in Qualia Product Design. Art more enjoyable. Journal of Consumer Research 2013; ** Graduate Institute of Animation and Multimedia Design, National University of Tainan, Tainan, Taiwan 70005, R. O. C. 39(6): 1290-1299. Papers Journal 2012; 19: 99-117. ***Department of Visual Communication Design, Southern Taiwan University, Tainan, Taiwan 71005, R. O. C. 12. Michalek JJ, Feinberg FM, Papalambros PY. Linking 30. Carroll BA, Ahuvia AC. Some antecedents and marketing and engineering product design decisions outcomes of brand love. Marketing Letters 2006; 17(2): Abstract: This study explored the story themes conveyed in temples built in the late Ming and early Qing via analytical target cascading*. Journal of Product 79-89. Innovation Management 2005; 22(1): 42-62. 31. Albert N, Valette-Florence P. Measuring the love dynasties (1604–1822 AD). In total, 19 temples and 628 story themes were investigated. Content analysis 13. Nowlis SM, Simonson I.The effect of new product feeling for a brand using interpersonal love items. was adopted to compare and contrast the narrative structure of novels and that of the images decorating features on brand choice. Journal of Marketing Journal of Marketing development and the temples; in addition, sample analysis was performed using the narrative structure, story element, main Research 1996; 36-46. Competitiveness 2010; 5(1): 57-63. patron deity, and story theme. The results are as follows: 1) Temple creators primarily selected Romance 14. Taylor C, Wheatley R. Brand-aid. Training & 32. Batra R, Ahuvia A, Bagozzi RP. Brand love. Journal of the Three Kingdoms for the story theme. 2) Temple creators selected chapters from Romance of the Development 1999; 53(11): 48-53. of Marketing 2012; 76(2): 1-16. Three Kingdoms and Apotheosis of Heroes and predominantly adopted the midpoint in Act II that 15. Ballantyne R, Warren A, Nobbs K. The evolution of 33. Ackerman D. A natural history of the senses. Random resembling the three-act structure in Western tradition. 3) The background of the main patron deity and brand choice. The journal of brand management 2006; House: New York, 1990. 13(4): 339-352. 34. Kline RB. Principles and practice of structural the story theme selection for a temple were correlated. 16. Aaker DA. Managing brand equity. Free Press: New equation modeling. Guilford press: New York, 2011. Keywords: Story theme, Narrative structure, Three-act structure York, 1991. 35. Wolman BB. Dictionary of behavioral science . 17. Kamins MA, Marks LJ, Skinner D. Television Academic Press: Waltham, 1989. commercial evaluation in the context of program 36. Hair JF, Tatham RL, Anderson RE, Black W. induced mood: Congruency versus consistency effects. Multivariate data analysis (Vol. 6). Pearson Prentice 1. Introduction and Motivation how temple creators selected scenes and images from the Journal of Advertising 1991; 20(2): 1-14. Hall: Upper Saddle River, 2006. According to 2013 statistical data released by the stories and used such images to interpret the essence of the 18. Horng SC. Taiwan brand competitiveness. Common 37. Anderson JC, Gerbing DW. Structural equation Ministry of Interior, 12,083 Taiwanese temples have been selected chapters. Wealth Magazine: Taipei, 2006. modeling in practice: A review and recommended constructed since the early period of immigration to Taiwan. 19. Biel AL. (1992). How brand image drives brand equity. two-step approach. Psychological bulletin 1988; Temples constructed in the late Ming and early Qing Journal of advertising research 1992; 32(6): 6-12. 103(3): 411. Because of the social, cultural, historical, and dynasties (1604–1822 AD) are historically and artistically 20. Aaker DA. Measuring brand equity across products 38. Bollen KA, Long JS. Testing structural equation spatiotemporal backgrounds during the early days, various significant, featuring various ornamental styles such as and markets. California management review 1996; models. Sage: Thousand Oaks, 1993; 154. story themes were used to ornament the primary colored drawings, Koji ceramics, fragmented ceramics, 38(3): 103. 39. Mardia KV, Foster K. Omnibus tests of multinormality architectures of the temples. The story themes included stone carving, and wood carving, adopted to present the based on skewness and kurtosis. Communications in 21. Hsieh MH. Identifying brand image dimensionality and narrative, symbolic, and thematic meanings that embodied storylines of historical novels. The various styles measuring the degree of brand globalization: a Statistics-theory and methods 1983; 12(2): 207-221. the teachings and sentiments of the ancestors and Chinese ornamenting the temples and the illustrated stories afforded cross-national study. Journal of International 40. Sobel ME. Asymptotic confidence intervals for indirect moral values. The quantity and quality of the narrative Marketing 2002; 10(2): 46-67. effects in structural equation models. Sociological educational attributes and psychological comfort for the 22. Kwon YH. Brand name awareness and image methodology 1982; 13: 290-312. images altered according to factors such as the construction viewers. However, temple creators typically originate from perception of women's daytime apparel. Perceptual 41. Yang CN. Cultural and creative industries Roundtable period of the temple, the construction scale, the amount of diverse backgrounds, and their skills are generally inherited and Motor Skills 1990; 71(3): 743-752. Final Report. Office of the President: Taipei, 2009. capital used for construction, and the artisans’ skills. from teachers or self-developed. Current literature in 23. Bergkvist L, Bech-Larsen T. Two studies of 42. Park S, Myung R. A Conceptual Framework for After the amendment of the Cultural Heritage Taiwan has seldom explored how creators selected the story consequences and actionable antecedents of brand love. Emotional Response of Product with ACT-R Cognitive Preservation Act (1982–2014), historic monuments are themes and novel chapters for temples in which the main Journal of Brand Management 2010; 17(7): 504-518. Architecture, In Proceedings of the Human Factors and divided into 13 categories, among which one is temple. patron deities differed. We focused on Taiwanese temples 24. Park CW, Jaworski BJ, Maclnnis DJ. Strategic brand Ergonomics Society Annual Meeting, SAGE Temple images are narrative, guiding viewers through the concept-image management. The Journal of Marketing Publications, 2012; 56(1): 1020-1024. constructed in the late Ming and early Qing dynasties, 1986; 135-145. 43. D'souza ME, Hancock PA, Hoonhout HC, Krout K, illustrated stories. The story themes in temples exemplified investigating the narrative images. A review of literature, 25. Prayag G. Brand image assessment: international Ohme PJ, Walline EK. Designing Products to Evoke an the histories, cultures, and crafts of the construction period historical novels, and narrative structures was conducted to visitors' perceptions of Cape Town. Marketing Emotional Connection in Users, In Proceedings of the and were primarily selected from historical novels and understand the historical backgrounds and to elucidate the Intelligence & Planning 2010; 28(4): 462-485. Human Factors and Ergonomics Society Annual novels of gods and spirits. This study focused on exploring correlation between the story theme and the narration. Meeting. SAGE Publications, 2010; 54(20): 1747-1751. THE SCIENCE OF DESIGN BULLETIN OF JSSD Vol. xx No. x 20xx Copyright © 2012 日本デザイン学会 All Rights Reserved. THE SCIENCE OF DESIGN B U L L E T I N O F JSSD Vol. 62 No. 3 2015 771 10 THE SCIENCE OF DESIGN BULLETIN OF JSSD Vol. 53 No. 1 2006 2. Literature Review and Theoretical Framework (14 temples), and ancestor worship (one temple). According We referred to literature on story themes in temples and to the domains the patron deities preside over and the on narrative structures to determine the narrative structure deities’ backgrounds, the category can be divided into of story themes in Taiwanese temples. protecting on waters and seas (six temples), ensuring safety 2.1 Story Themes in Temples and protection (five temples), practicing Buddhism (four From the works of skilled artisans who immigrated temples), curing epidemics and providing medical from Tangshan in China to the creations