品牌經驗，品牌個性與顧客價值之研究

Relation between Brand Experience, Brand Personality, and Customer Experiential Value

LeThiTuyetMai(LeThiTuyetMai)

指導教授 ： Ching-Jui Keng

國立臺北科技大學/管理學院/管理國際學生碩士專班 (IMBA)/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00034

摘要

The purpose of this study is to evaluate the relation between brand experience, brand personality and customer experiential value. This issue is important that is helpful for managers to assess the level of appeal that influences target consumer’s perception about brand personality, brand experience. By using empirical survey, is conducted on 200 samples of real consumers in Vietnam and Taiwan, is used to test the hypotheses. Data are analyzed using SPSS 18.0 regression to understand the effect of the entire model. The empirical results revealed that: Brand experience positively influenced customer value; brand personality positively affected customer experiential value; and brand experience positively affected brand personality. This study based on originalities such as: following Aaker’s finding in 1997, classified brand personality into five dimensions – sincerity, excitement, competence, sophistication, and ruggedness; brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand related stimuli (Brakas, et al 2009; and Holbrook (2005) classified customer experiential value into four dimensions – consumer return on investment, service excellence, playfulness and aesthetic appeals.

關鍵字

Brand experience ； brand personality ； customer experiential value

並列摘要

The purpose of this study is to evaluate the relation between brand experience, brand personality and customer experiential value. This issue is important that is helpful for managers to assess the level of appeal that influences target consumer’s perception about brand personality, brand experience. By using empirical survey, is conducted on 200 samples of real consumers in Vietnam and Taiwan, is used to test the hypotheses. Data are analyzed using SPSS 18.0 regression to understand the effect of the entire model. The empirical results revealed that: Brand experience positively influenced customer value; brand personality positively affected customer experiential value; and brand experience positively affected brand personality. This study based on originalities such as: following Aaker’s finding in 1997, classified brand personality into five dimensions – sincerity, excitement, competence, sophistication, and ruggedness; brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand related stimuli (Brakas, et al 2009; and Holbrook (2005) classified customer experiential value into four dimensions – consumer return on investment, service excellence, playfulness and aesthetic appeals.

並列關鍵字

Brand experience ； brand personality ； customer experiential value

參考文獻

1. Aaker, D.A. (1996b), ``Measuring brand equity across products and markets', California Management Review, 38 (3), 102-20.

2. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356.

3. Aaker, J., Fournier, S., & Brasel, S. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1-16.

6. Achouri, M. A., & Bouslama. N. (2010). The Effect of the Congruence between Brand Personality and Self-Image on Consumer’s Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review, 2010 (627203), 1-17.

9. Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality? Journal of Brand Management, 11(2), 143-155.