在不同產品種類下探討自我與品牌的關係

The Relationship between Self and Brand within Product Category

王中鼎(Chung-Ting Wang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

消費者與品牌的連結關係以建立在個體或團體的關聯，舉例來說，消費者與賓士車的連結可能為表現一種獨特不同的個人特質 （自我概念關聯），然而與國內品牌的連結（裕隆）以團體層級愛國的認同為基礎（品牌來源國關聯）。本研究顯示自我概念關聯和品牌來源國關聯的效果高度以自我解釋為基礎。由於資訊不對稱使消費者在選擇產品時會有所不同。本研究會在搜尋產品、經驗產品、信念產品下測試有關於人格這種連結特質，本研究結果顯示獨立自我建構明顯個體同時具有高度自我概念者，只有在面對有關搜尋品的負面資訊下才有顯著的效果。此結果可以作為台灣高科技公司參考，消費者會展現高度特質與品牌連結關係只有在選購筆記電腦、MP3此種搜尋品時展現出來。

關鍵字

自我建構 ； 品牌消費者連結關係 ； 品牌評估 ； 資訊不對稱

並列摘要

Consumer-brand relationships can be established based on individual or group connection. For example, a consumer’s relationship with a Mercedes may be based on the desire to represent his individual-level unique identity (self-concept connection), whereas a relationship with a local brand (Yu-Lung) may be based on a group-level patriotic national identity (country-of-origin). This research suggests that the effects of self-concept connection and brand country-of-origin very based on the self-construal. Consumers will choose different products because of the information asymmetry. This research will test the effects of individual’s identity within search goods, experience goods, and credence goods. The results of the research showed that when independent self-construal is primed and individuals with high self-concept had higher brand attitude only in the face of the negative information associated with search goods. The results of this research could ensure the relationship between consumers and brands only exist when individual facing search goods such as notebook, MP3, providing some managerial implications for the Taiwan high technology businesses.

並列關鍵字

self-construal ； consumer-brand relationship ； brand evaluation ； information asymmetry

參考文獻

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