品牌依戀與品牌聯想連結社交利益之研究

近年來由於社群媒體的興起，品牌越來越關注如何在網路上給顧客留下正向的印象，也正因如此社交利益的概念進入大眾視野。品牌依戀以及品牌聯想作為影響品牌權益的重要因素，一直以來都被學者廣為研究。在過往的研究當中我們得知社交利益可以驅動品牌權益，但對於品牌依戀以及品牌依附的效果卻一無所知。綜上所述，本研究目的為探討品牌依戀以及品牌依附對社交利益之影響。本研究對象為中華民國人民，回收有效樣本問卷444份，證實結果如下：一、品牌依戀對品牌聯想有顯著正面影響；二、品牌聯想對社交利益有顯著正面影響。

關鍵字

品牌依戀；品牌聯想；社交利益；依戀-厭惡模型

並列摘要

In recent years, due to the rise of social media, brands are increasingly concerned about how to leave a positive impression on their customers online, which is why the concept of social currency has entered the public eye. Brand attachment and brand association have been widely studied by scholars as important factors affecting brand equity. In previous studies, we have learned that social currency can drive brand equity, but nothing is known about the effects of brand attachment and brand association on social currency. To summarize, the purpose of this study is to investigate the effect of brand attachment and brand attachment on social currency. The target population of this study was people in R.O.C., and 444 valid sample questionnaires were collected. The results were confirmed as follows: i. Brand attachment has a significant positive effect on brand association; ii. Brand association has a significant positive effect on social currency.