探討自我一致性對品牌摯愛之影響：以品牌信任和品牌承諾為中介效果

The Impact of Self-Congruity on Brand Love：The Mediating Role of Brand Trust and Brand Commitment

何尚蓉(Shang-Rong He)

指導教授 ： 王朝弘

嶺東科技大學/管理學院/行銷與流通管理系碩士班/碩士(2016年)

摘要

隨著現代人健康意識的抬頭，民眾對健康休閒和運動用品的需求也相對提升。過去，消費者在購買運動鞋時，會以運動鞋的功能性為購買的考量；現在，消費者對於運動鞋不再僅限於運動時才能穿著，而是一種潮流的象徵，會選擇使用與自己本身個性相符合的品牌，或是與自己所期望的個性相同的品牌，以品牌個性來展現自我的感覺。本研究主要探討自我一致性對品牌摯愛影響之研究：以品牌信任和品牌承諾為中介效果。本研究以運動鞋品牌的消費者為研究對象，採便利抽樣法回收455份問卷，有效問卷為435份，以結構方程分析資料，再以線性結構方程分析資料，研究統計結果得知自我一致性對品牌摯愛、品牌信任、品牌承諾有顯著之正向影響、品牌信任對品牌摯愛有顯著之正向影響、品牌承諾對品牌摯愛有顯著之正向影響，希望本研究可以提供建議給運動鞋品牌的企業作為決策參考，最後提出管理意涵與未來研究方向作為探討。

關鍵字

自我一致性 ； 品牌信任 ； 品牌承諾 ； 品牌摯愛

並列摘要

With the rise of the health conscious, the need of leisure and sporting goods is relatively increased. In the past, when consumers bought sports shoes, the major purchase consideration would be the function of sports shoes. However, consumers are currently no longer limited to wear sport shoes in exercise and choose to use their own consistent brand personality or with the same personality of the brand because the brand of sport shoe is a symbol of the fashion. This dissertation focuses on the study of the influence of self-congruity on brand love: the mediating effects of brand trust and brand promise. This study collects the sample from sports shoes consumers and uses a convenience sampling. We receive 455 questionnaires which 435 are valid questionnaires. Linear structural equation analysis is applied to analysis the proposed model. The findings are that self-consistency has the significant positive effect on brand love, brand trust, brand promise, respectively. Brand trust and brand commitment also has a significant positive effect on the brand love. Finally, management implications and future research directions are discussed.

並列關鍵字

Self-Congruity ； Brand Trust ； Brand Commitment ； Brand Love

參考文獻

Aaker, D. (1996). Building strong brands:Building,measuring, and managing brand equity: New York: The Free Press.

Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.

Aaker, J., Fournier, S., & Brasel, S. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.

Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.

Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075.