探討蘋果社群的品牌忠誠度-品牌關係演進觀點

Brand Loyalty of Apple community From the Perspective of Brand Relationship Evolution.

孫珮嘉(Pei-Chia Sun)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00110

摘要

如何提升消費者對自家品牌的忠誠度一直是許多企業所亟欲瞭解的。過去學者多用行銷者的角度去詮釋品牌的效益，忽略了品牌在消費者心中真實的意義。直到1997年之後，有學者陸續提出品牌對消費者在心裡以及社會層面的利益，讓我們更瞭解為何消費者會固定購買特定品牌的產品。也有學者進一步以品牌認同、企業認同、品牌聯想的觀點來詮釋消費者對企業產生忠誠度的原因。然而這些品牌忠誠度的研究多屬量化的研究，對於消費者對特定品牌產生忠誠度的脈絡卻缺乏整體的瞭解。為了解決這樣的問題，有學者後來提出品牌關係的觀點試圖以質性的方法去理解品牌忠誠度產生過程。其後許多學者也利用觀察品牌社群，將品牌關係的觀點擴展為消費者與品牌、消費者與消費者、消費者與產品、消費者與廠商之間等四種關係，並發現消費者與品牌的關係會受到其他三種關係的影響。儘管學者有以上的發現，但至今仍未有研究完整的呈現整個品牌關係的動態發展過程。為了呈現整個品牌關係的動態發展過程，本研究以品牌忠誠度極高的臺灣蘋果社群成員為例，透過深度訪談不同時期加入蘋果社群的消費者來瞭解、並整理出消費者從過去到現在品牌使用的經驗與感想。本研究最後建立出品牌關係發展模型，並發現，品牌關係發展最初一定是先建立在產品的需求上，進一步發展到產品品牌認同、社群認同與企業認同。

關鍵字

品牌忠誠度 ； 品牌關係 ； 品牌認同 ； 企業認同 ； 社群認同 ； 品牌社群

並列摘要

How to raise consumer’s brand loyalty has been an important issue to many companies. Before 1970, many scholars interpreted brand loyalty only through marketer’s perspective. After 1970, some scholars began to interpret brand loyalty from the perspective of consumer psychology benefits and socio benefits which offered us more insight about brand loyalty. Furthermore some scholars used brand identification, company identification, and brand association perspectives to explain the cause of brand loyalty. However, those researches are all belong to quantitative research that lacks of the explanation of brand loyalty development context. In order to solve this problem, the perspective of brand relationship was generated to explain the development process of brand loyalty. Later, the theory of brand community, that was generated in 2001, expand brand relationship concept into four relationships including consumer-brand relationship, consumer-consumer relationship, consumer-product relationship and consumer-company relationship and discover that consumer-brand relationship was affected by the other three. Despite these discovers, a completed dynamic development process of brand relationship has not been studied yet. To comprehensively understand the dynamic development process of brand relationship, this study takes Apple community, which is famous for high brand loyalty, as example to study their brand relationship development process through in-depth interviewing with community members. Finally, this study establishes a brand relationship model and discovers that brand relationship is developed firstly through the needs for product and then to brand identification, community identification, and company identification.

並列關鍵字

Brand loyalty ； Brand relationship ； Brand identity ； company identification ； community identificaiton ； brand community

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