- 學位論文
品牌依附、品牌態度與品牌偏好之關聯
The Influence of Brand Attachment and Brand Attitude to Brand Preference
摘要
品牌是企業的競爭優勢和有價值的策略資產，能創造差異性產品的品牌，才能建立消費者的偏好與忠誠。本研究想要探討個體對品牌產生依附後，是否會更進一步對品牌有依賴和獨愛。現有的研究表明，讓消費者形成強烈的品牌依附對企業的品牌建立和品牌資產形成有很大的幫助。此外，本研究也想探討產品屬性分別對品牌依附和品牌態度與品牌偏好之間的調節效果。因此，本研究的目的為：（一）以「情感依附」觀點重新建構「品牌依附」的內涵。（二）探討「品牌依附」及「品牌態度」對「品牌偏好」的影響。（三）探討「產品享樂屬性」與「產品象徵屬性」如何調節在「品牌依附」及「品牌態度」對「品牌偏好」影響。 研究對象為曾到星巴克、怡客咖啡、City Café或Nike消費的一般大眾，藉由便利抽樣取得樣本。並且以結構方程模式和階層回歸分析確證假說。研究結果發現品牌依附內涵包括自我基模、自我客體連結與自我蘊含。品牌依附及品牌態度對於品牌偏好均有正向影響，而品牌依附的效果較佳。產品屬性調節方面，提升享樂屬性或象徵屬性可以強化品牌依附和品牌態度與品牌偏好之間的效果，尤其是後者最為明顯。
並列摘要
According to past researches, it is helpful to accomplish brand building by shaping strongly brand attachment. Brand attachment makes products different and distinquished. We would like to know whether consumers will even more love the brand if they have deep brand attachment. We believe brand attachment could create competitive advantages and valuable strategies for enterprises. Therefore, We reconstruct the content of brand attachment with the emotional attachment viewpoint. Using questionnaire survey explores the influence of brand attachment and brand attitude to brand preference. Discussing the moderating effect of product attribute among brand attachment, brand attitude, and brand preference. Our research objects are the people who ever had spending in Starbucks, Ikari Coffee, City Café or Nike. Using structural equation modeling (SEM) and hierarchical regression analysis to verify the hypothesises. The research finds that brand attachment contains self-schema, self-object linkage, and self-implication. Besides, both brand attachment and brand attitude have positive effect on brand preference, and moderating effect of product attribute (hedonic & symbolic) on the relationship between brand attachment and brand preference as well as brand attitude and brand preference. This research may support important reference for making brand strategy.