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.