品牌社群與消費者自我之研究

The Study of Brand Community and the Self-Congruence of Consumer

10.3966/199553922016031001003

余億盈(Yi-Ying Yu)

品牌社群 ； 自我一致性 ； brand community ； self-congruence

多國籍企業管理評論

10卷1期（2016 / 03 / 01）

45 - 59

繁體中文

建立品牌社群為一種強化品牌的方式，而這已是當代企業及行銷研究之重要議題。尤其當品牌社群能貼近消費者自我時，更能提升消費者對品牌的喜愛。本研究透過網路問卷，共收集642位參與品牌社群的消費者作為研究樣本。實證結果顯示，本研究在控制產品涉入和公眾自我意識的條件下，消費者參與品牌社群能正向影響消費者的真實自我一致性，同樣的，當消費者參與品牌社群時，也能正向影響消費者的理想自我一致性。本研究結果提供企業許多重要之理論意涵和管理含意。

Creating brand community is a key way to strength a company's brand. And this is also an important issue for contemporary of companies and marketing researches. Through the Internet questionnaires, 642 were collected from the community to participate in the brand to consumers as samples. According to the results, consumers participate in the brand community, their behavior has positive effect on their actual self-congruence. And consumers participate in the brand community, their behavior also has positive effect on their ideal self-congruence.

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