正面品牌經驗對消費者態度之影響：自我品牌相關之中介角色

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

10.29548/BGYY.201209.0001

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

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

修平學報

25期（2012 / 09 / 01）

1 - 23

繁體中文

本研究目的在探討正面品牌經驗、自我品牌相關與消費者忠誠度以及消費者滿意度之關係。本研究採用問卷調查法，以大學生及研究生為研究樣本，有效回收樣本共計284份（回收率94.6%）。研究結果顯示正面品牌經驗會正向影響自我品牌相關、消費者忠誠度以及消費者滿意度；自我品牌相關會正向影響消費者忠誠度以及消費者滿意度。路徑分析的結果顯示正面品牌經驗會透過自我品牌相關之中介正向影響消費者忠誠度以及消費者滿意度。作者討論此發現在理論以及管理實務之意涵，同時對未來的研究方向提出建議。

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.

1. (2008).Handbook on Brand and Experience Management.Northampton, MA:Edward Elgar.
2. Abelson, R. P.,Donald, K.,Mark, D.P.,Susan, T.F.(1992).Affective and Sematic Components in Person Perception.Journal of Personality and Social Psychology,42,619-630.
3. Arnould, E. J.,Price, L.L.,Zinkhan, G.L.(2002).Consumers.New York:McGraw-Hill/Richard D. Irwin.
4. Assael, H.(1987).Consumer behavior and marketing action.Boston, MA:Kent.
5. Babin, B. J.,Attaway, J.S.(2000).Atmosphertic affect as a tool for creating value and gaining share of customer.Journal of Business Research,49,91-99.
6. Bellizzi, J. A.,Hite, R.E.(1992).Enviornmental Color, Consumer Feelings, and Purchase Likelihood.Psychology and Marketing,9(5),347-363.
7. Bennett, R.,Hartel, C. E. J.,McColl-Kennedy, J. R.(2004).Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R.Industrial Marketing Management,34,97-107.
8. Bosque, I. A. R. D.,Martin, H. S.,Collado, J.(2006).The role of expectations in the consumer satisfaction formation process: Empirical evidence in the travel agency sector.Tourism Management,27,410-419.
9. Brakus, J. J.,Schmitt, B. H.,Zarantonello, L.(2009).Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?.Journal of Marketing,73,52-68.
10. Day, G. S.(1969).A two-dimensional concept of brand loyalty.Journal of Advertising Research,9(3),29-35.
11. Derbaix, C.,Pham, M.T.(1991).Affective Reactions to Consumption Situations: A pilot Investigation.Journal of Economic Psychology,12,325-355.
12. Escalas, J. E.(2004).Narrative Processing: Building Consumer Connection to Brand.Journal of Consumer Psychology,14(1&2),168-180.
13. Escalas, J. E.,Bettman, J.R.(2003).You are what they eat: The influence of reference groups on consumer connections to brands.Journal of Consumer Psychology,13,339-348.
14. Gorn, G. J.,Chattopsahyay, A.,Yi, T.,Dahl, D. W.(1997).Effects of Color as an Executional Cue in Advertising: They are in the Shade.Management Science,43(10),1387-1400.
15. Guilford, J. P.(1956).The Structure of Intelligence.Psychological Bulletin,53,267-293.
16. Havlena, W. J.,Holbrook, M. B.(1986).The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior.Journal of Consumer Research,13,394-404.
17. Keller, K. L.(1987).Memory Factors in Advertising: The Effects of Advertising Retrieval Cues on Brand Evaluations.Journal of Consumer Research,14,316-333.
18. Mehrabian, A.,Wixen, W. J.(1986).Preference for Individual Video Games as a Function of Their Emotional Effects on Players.Journal of Applied Social Psychology,16(1),3-15.
19. Oliver, R. L.(1980).A cognitive model of the antecedents of satisfaction decisions.Journal of Marketing Research,17,460-469.
20. Park, C. W.,Deborah, J. M.(2006).What’s In and What’s Out: Questions over the Boundaries of the Attitude Construct.Journal of Consumer Research,33(1),16-18.
21. Richins, M. L.,McKeage, K. K. R.,Najjar, D.(1992).An Exploration of Materialism and Consumption-Related Affect.Advances in Consumer Research,19,229-236.
22. Schmitt, B. H.,Simonson, A.(1997).Marketing Aesthetics: The Strategic Management of Brands, Identity and Image.New York:Free Press.
23. Sheth, J.(1968).How adults learn brand preference.Journal of Advertising Research,8(3),25-36.
24. Smith, R. E.,Yang, X.(2004).Toward a general theory of creativity in advertising: Examining the role of divergence.marketing theory,4(1/2),31-58.
25. Solomon, M. (ed)(1994).Consumer Behavior.Massachsetts:Allyn and Bacon.
26. Stauss, B.,Neuhaus, P.(1997).the qualitative satisfaction model.International Journal of Service Industry Management,8(3),236-249.
27. Thorson, E.(ed),Zhao, X.(ed)(1997).Measuring Advertising Effectivness.Mahwah, New Jersey:Lawrence Erlbaum Associates.
28. Veryzer, R. W.,Hutchinson, J. W.(1998).The Influence of Unity and Prototypically on Aesthetic Responses to New Product Designs.Journal of Consumer Research,24,374-394.
29. Wells, W. D.,Leavitt, C.,McConville, M.(1971).A Reaction Profile for Commercials.Journal of Advertising Research,11,11-17.
30. Westbrook, R. A.(1987).Product/Consumption-Based Affective Responses and Postpurchase Processes.Journal of Marketing Research,24,258-270.
31. Westbrook, R. A.,Black, W. C.(1985).A motivation-based shopper typology.Journal of Retaling,61(1),78-103.
32. Westbrook, R. A.,Oliver, R. L.(1991).The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction.Journal of Consumer Research,18,84-91.
33. Wirtz, J.(1993).A critical review of models in consumer satisfaction.Asian Journal of Marketing,2,7-22.