負面事件下品牌個性契合度與企業回應策略對消費者擬人化品牌態度的影響－探討品牌責任的中介效果

The Impact of Brand Personality Fit and Response Strategies on Brand Attitude under Negative Events: The Mediating Effect of Brand Responsibility.

周偉菁(Wei-Jing Chou)

指導教授 ： 田祖武 ； 張寧

義守大學/管理學院/企業管理學系/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00178

摘要

企業運用擬人化手法來代言品牌產品，一方面突顯品牌個性與形象，另一方面期待消費者對品牌喜愛投射至企業與產品上，而消費者在做出購買決策前，必定會對不同品牌特性加以正面或負面評價，反映出差異化的品牌態度。本研究旨在探討發生負面事件時，擬人化品牌個性（純真/強壯）、消費者個性之契合度、品牌擬人化程度、品牌責任以及企業的回應策略（補償/道歉）對品牌態度的影響。本研究總計發放160份正式問卷，並透過階層迴歸分析研究結果。結果分析發現：消費者個性與擬人化品牌個性之契合度對品牌態度有正向顯著影響。對於純真品牌個性消費者較有正向品牌態度。在負面品牌事件發生時，品牌擬人化程度對品牌態度有負向顯著影響，而且品牌擬人化程度會透過品牌責任比重對消費者品牌態度產生負向顯著影響。企業回應補償策略更能產生正向品牌態度。

關鍵字

人格特質 ； 品牌個性 ； 個性契合度 ； 品牌擬人化程度 ； 品牌責任 ； 企業回應策略 ； 品牌態度

並列摘要

Nowadays brand marketing becomes more diversified and the most popular way is brand anthropomorphism to outstand the brand personality and corporate image, and anticipate that customers will project their favorite to corporate and products. Before making a purchase decision, customers must choose a positive or negative evaluation to reflect their brand attitudes according to different brand characteristics. This research aims to investigate whether brand personalities (sincerity or ruggedness), the fitness between customers’ personality and brand personality, the level of anthropomorphism, brand responsibility, and two responses strategies (compensation or apology) influence consumers’ brand attitude when the brand faces negative publicity caused by product wrongdoings. This research collected 160 valid questionnaires and used Hierarchical Regression Analysis to analyze the empirical results. The fitness between customers’ personality and brand personality has significantly and positively influence on their brand attitudes. Customers show preference for the brands having sincere personality compared to the rugged one. When negative events happens, the level of anthropomorphism significantly and negatively influences on consumers’ brand attitude but positively on brand responsibility, moreover, brand responsibility is a full mediated variable between the level of anthropomorphism and brand responsibility. The compensation strategy would result in more favorite brand attitude than apology one.

並列關鍵字

personality traits ； brand personality ； personality fitness ； brand anthropomorphized ； brand responsibility ； response strategies ； brand attitude

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