品牌態度及情緒依附對聯合品牌行為意圖之影響

The Effect of Attitudes toward Brand and Brand Emotional Attachment on Consumer Behavior Intentions toward Co-brands

林少龍(Shao-Lung Lin) ； 紀婉萍(Wan-Ping Chi)

《全球管理與經濟》 14卷2期 (2018/12) Pp. 1-16

https://doi.org/10.6565/JGME.201812_14(2).0001

摘要

本研究之目的在發展及檢驗品牌態度與品牌情緒依附如何影響聯合品牌產品行為意圖（購買意圖及口碑傳播意圖）的模式，此模式聚焦在情感因素（品牌情緒依附）以解釋品牌構建成功聯合品牌的機制。採用大學推廣部的大學生為樣本，共計回收有效問卷419份，研究結果顯示(1)品牌態度正向影響品牌情緒依附；(2)品牌情緒依附正向影響聯合品牌產品的行為意圖；(3)品牌態度經由品牌情緒依附的中介正向影響聯合品牌產品的行為意圖。作者討論本研究發現在理論以及管理實務上之意涵，同時對於未來的研究方向提出建議。

關鍵字

品牌情緒依附 ； 品牌態度 ； 聯合品牌 ； 消費者行為意圖

並列摘要

The purpose of this study is to develop and examine the model that demonstrates how brand attitudes influence consumers' behavior intentions (intentions of purchase and word-of-mouth) toward co-branded product via brand emotional attachment. The model focus on emotional factor (brand emotional attachment) to explain the mechanism by which brands successfully creates co-brands. Data were provided by 419 university students for continuing education. The results reveal (1) brand attitude positively affects brand emotional attachment; (2) brand emotional attachment positively affects consumers' behavior intentions toward co-branded product; (3) the brand emotional attachment mediates the positive relationship between brand attitude and consumers' behavior intentions toward co-branded product. The authors discuss the theoretical and managerial implications and provide suggestions for future studies.

並列關鍵字

Brand Emotional Attachment ； Brand Attitude ； Co-brand ； Consumer Behavior Intention