Translated Titles

The Effect of Positive Brand Experience on Consumer's Attitude: The Mediating Role of Self-Brand Connections




林少龍(Shao-Lung Lin);繆敏志(Min-Chih Miao);俞佳萱(Jia-Shuan Yu)

Key Words

正面品牌經驗 ; 自我品牌相關 ; 消費者忠誠度 ; 消費者滿意度 ; positive brand experience ; self brand connection ; consumer satisfaction ; consumer loyalty



Volume or Term/Year and Month of Publication

25期(2012 / 09 / 01)

Page #

1 - 23

Content Language


Chinese Abstract


English Abstract

The main purpose of this study is to explore and examine the relationship among positive brand experience, self brand connection, consumer satisfaction and consumer loyalty. The data was provide by a sample of 284 graduate and university students. The results revealed that positive brand experience influenced self brand connection, consumer satisfaction and loyalty positively; self brand connection affected consumer satisfaction and loyalty positively. In addition, the results of path analysis revealed self brand connection mediated the relationship of positive brand experience and consumer satisfaction, as well as the relationship of positive brand experience and consumer loyalty. In the end we discussed implications for theory and practices, and suggestions for the further study.

Topic Category 人文學 > 人文學綜合
基礎與應用科學 > 基礎與應用科學綜合
工程學 > 工程學綜合
工程學 > 機械工程
社會科學 > 社會科學綜合
Times Cited
  1. 黃郁涵(2014)。消費者感質需求之探討與量表驗證-以星巴克連鎖咖啡店為例。淡江大學管理科學學系碩士班學位論文。2014。1-118。