基于叙事传输理论，通过4个行为实验揭示励志型品牌故事对消费者品牌地位感知的影响及其机制和边界条件。研究发现：①励志型品牌故事会降低消费者对品牌地位的感知；②关联群体联想在励志型品牌故事对消费者品牌地位感知的影响中具有中介作用；③品牌类型对励志型品牌故事与消费者品牌地位感知间关系，以及关联群体联想的中介效应具有调节作用，当品牌类型为享乐型（vs.功能型）时，励志型品牌故事对品牌地位感知的降低作用以及关联群体联想的中介效应更显著；④品牌慈善行为能够减弱励志型品牌故事对消费者品牌地位感知的负向影响。

Based on the narrative transmission theory，four behavioral experiments were conducted to reveal the influence mechanism and boundary conditions of inspirational brand stories on the consumer perception of brand status. The results show that：①Inspirational brand stories reduce the consumer perception of brand status；②Reference group association mediates the negative effect of inspirational brand stories on brand status perception；③Brand type moderates the relationship between inspirational brand stories and brand status perception, as well as the mediating effect of reference group association. When the brand type is hedonic (compared to functional brands)，the negative effect of inspirational brand stories on brand status perception and the mediating effect of reference group association are more significant； ④Brand philanthropic behavior can attenuate or offset the negative effect of inspirational brand stories on the consumer perception of brand status.