品牌個性與自我一致性對品牌忠誠度影響之研究─以國際連鎖餐廳為例

The Impact of Brand Personality and Self-Congruity on Brand Loyalty－A Study of International Chain Restaurants

崔爾雅(Tsui, Erh-Ya)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00028

摘要

品牌為一企業永續發展之重要資產，而於今日激烈爭競且瞬息萬變的連鎖餐飲產業環境中，如何透過創建獨特鮮明且與目標客群自我概念契合的品牌個性，藉以促使顧客對品牌產生共鳴，進而締造並維繫持久良好的品牌忠誠度，實為一企業經營之首要挑戰。綜觀國內連鎖餐廳多半因分散經營且缺乏品牌而產生無法形成固定客流量之現象，此即與國際連鎖餐飲品牌形成明顯之對比。故連鎖餐廳品牌若可擁有獨樹一格的品牌個性，並清楚瞭解其與目標顧客群自我概念之一致性程度，方可掌握忠誠顧客，因此，品牌個性與自我一致性對忠誠度之影響實為值得關注的研究議題。
過往於餐飲產業中甚少研究針對自我一致性加以探討，且相關研究亦多以自我概念之面向（如真實自我、理想自我）做探討與比較，而從衡量方式層面（自我概念一致性、自我形象一致性）探究與驗證之研究則較為匱缺，故此本研究以Aaker（1997）所提出之品牌個性量表與Sirgy（1982）的自我一致性理論為基礎，歸整品牌個性、自我一致性與品牌忠誠度等相互關聯之研究變項，以高雄市區享譽國際之連鎖餐廳顧客為研究對象，運用因素分析、Pearson相關分析與複迴歸分析等資料分析方法，探究並比較品牌個性與自我一致性對品牌忠誠度之影響。
研究結果發現，品牌個性與自我形象一致性對品牌忠誠度皆具有顯著之影響效果；自我概念一致性對品牌忠誠度則部分具有顯著之影響效果；又品牌個性與自我概念一致性皆於相似構面「勤誠可靠」獲得較大之影響程度；於自我一致性衡量方式中，以“整體性”衡量之自我形象一致性具較佳之信效度，然自我概念一致性因以“構面式”途徑衡量則較能加以應用推廣。

關鍵字

品牌個性 ； 自我一致性 ； 品牌忠誠度 ； 國際連鎖餐廳

並列摘要

Brand is the most important foundation for sustainable development of the enterprise. Nowadays, business environment for International Chain Restaurants is extremely competitive and changeable. In order to keep sustainable and superior Brand Loyalty of customers, how to create a unique Brand Personality catering customers’ self-conception to cause customers’ harmony is exactly a big challenge for the enterprise. Comparing to International Chain Restaurants, Chain Restaurants in Taiwan are incapable of capturing stable numbers of customers due to scattered business and the lack of Brand Personality. If Chain Restaurants can build the unique Brand Personality and deeply understand Self-Concept Congruence of target customers, great loyalty of customers can be built indeed. As a result, the impact of Brand Personality and Self-Congruity on Brand Loyalty is a valuable research issue and worthy to concern.
In previous studies about restaurant business, researches focusing on Self-Congruity are seldom investigated. Although relevant researches about self-conception such as Actual Self and Ideal Self have been mostly discussed, researches from approaches such as Self-Concept Congruence and Self-Image Congruence is rarely explored. Therefore, in this study, based on Personality Brand Scalogram (PBS, hereafter) provided by Aaker (1997) and Sirgy’s (1982) Theory of Self-Congruity, This study integrates relevant research variables including Brand Personality, Self-Congruity, and Brand Loyalty, and then make famous International Chain Restaurants in Kaohsiung as research subjects. Moreover, This study utilizes Factor analysis, Pearson product-moment correlation, and Multiple regression analysis as research instruments to investigate and compare how Brand Personality and Self-Congruence influence on Brand Loyalty.
According to research results, both Brand Personality and Self-Image Congruence have marked influences on Brand Loyalty, and Self-Conception Congruence is partially remarkable. Especially, both Brand Personality and Self- Conception Congruence perfectly effect on similar dimensions, ‘sincereness and reliability’. From the result of Self- Congruence, the measure about Self- Image Congruence in terms of integrity acquires better effectiveness and reliability. Furthermore, Self- Conception Congruence measuring through dimensional approach can be widely applied and spread.

並列關鍵字

Brand Personality ； Self-Congruity ； Brand Loyalty ； International Chain Restaurant

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