越来越多的企业通过讲故事的方式来建设品牌。然而，鲜有研究将品牌故事分为制造型故事和服务型故事，以及探讨以AI和人作为故事主体的品牌故事效果。本文基于匹配性理论，探讨了品牌故事类型（制造型vs. 服务型）与主体（AI vs. 人）对消费者的品牌态度的交互效应及其内在的影响机制。本文通过3个实验检验研究假设，并得到如下结论：对于制造型故事，主体为AI的品牌故事对消费者的品牌态度有更积极的影响，而对于服务型故事，主体为人的品牌故事对消费者的品牌态度有更积极的影响；故事信任感中介了品牌故事类型与主体对消费者的品牌态度的交互效应。本研究丰富了品牌故事的相关理论，同时为品牌故事营销提供了实践启示。

More and more companies are building brands through storytelling. However, few studies have divided brand stories into manufacturing stories and service stories, and explored the effect of brand stories with AI and human as the protagonist of the story. Based on fit theory, this paper discusses the interaction effect of brand story type (manufacturing vs. service )and story subject ( Al vs. human) on consumers' brand attitude and its internal influence mechanism. Through three experiments to test the research hypothesis, the results show that: for the manufacturing story, consumers have a more positive brand attitude towards the brand story with Al as the protagonist, while for the service story, consumers have a more positive brand attitude towards the brand story with human as the protagonist; the interaction effect of brand story type and story protagonist on brand attitude is mediated by brand story trust. This study enriches the relevant theories of brand story, and provides practical enlightenment for brand story marketing.