探討自我、品牌來源國與品牌態度的關係─資訊種類為干擾變數

The Relationship Among Self, Brand Country-of-Origin and Brand Attitude─Information Valance as Moderator

李孟璁(Meng-Tsung Lee)

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(2009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）。本研究為2 (自我概念：高或低) × 2 (自我建構：獨立或相依) × 2 (品牌來源國：國內或國外) × 2 (資訊種類：正面或負面)的實驗組合，應變數為品牌態度，另外分別在高、低涉入產品下探討。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。本研究在產品涉入下測試其個人連結效果。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，只有在面對有關高產品涉入的負面資訊下才有顯著的效果，有關來源國效果的結果顯示受試者在負面資訊下都對於國外產品有較佳品牌態度，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手機、原子筆此種高產品涉入時展現出來，國內產品在品牌建立尚有許多進步空間。

關鍵字

資訊種類 ； 品牌來源國 ； 自我概念 ； 自我建構 ； 消費者品牌關係 ； 產品涉入 ； 品牌評估

並列摘要

Consumer-brand relationship 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 expects that the effects of self-concept connection and brand country-of-origin based on the self-construal.. This research will test the effects of individual’s identity within product involvement. The results of the research expect 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 high involvement product. The results of this research could ensure the relationship between consumers and brands only exist only when individual facing high involvement product such as ball-point pen, cellular phone, providing some managerial implications for the Taiwan high technology businesses.

並列關鍵字

Information Type ； Country-of- Origin ； Self-Concept ； Self-Construal ； Consumer-Brand Relationship ； Product Involvement ； Brand Evaluation

參考文獻

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