题名

自我一致性對品牌依附之影響：品牌概念形象與產品顯眼性的干擾效果

并列篇名

The Effect of Self-Congruence on Brand Attachment: The Moderating Effects of Brand Concept-Image and Product Conspicuousness

作者

黃延聰(Yen-Tsung Huang)；鄧郁萱(Yu-Hsuan Teng)；張榮庭(Jung-Ting Chang)；李明煌(Ming-Huang Li)

关键词

品牌依附 ； 自我一致性 ； 產品顯眼性 ； 品牌概念形象 ； Brand attachment ； Self-congruence ； Product conspicuousness ； Brand concept-image

期刊名称

東海管理評論

卷期/出版年月

19卷1期（2017 / 07 / 01）

页次

201 - 232

内容语文

繁體中文
中文摘要

品牌依附是消費者與品牌在情感和認知上相連結的心理狀態，形成品牌依附後能使消費者與品牌產生長久緊密的關係。本研究探討真實與理想自我一致性對於品牌依附的影響，並探究產品顯眼性與品牌概念形象對品牌依附的干擾效果。本研究經前測選出兩種不同產品顯眼性（高／低）的品類及兩種不同品牌概念形象（象徵性／功能性）之品牌做為研究的操弄情境，探討在四種（2×2）情境下，真實自我一致性與理想自我一致性對品牌依附的影響。研究結果發現，真實自我一致性與理想自我一致性皆對品牌依附有正向的影響；顯眼性高的品類更容易使消費者經由真實或理想自我一致性形成對品牌的依附；而象徵性品牌概念形象會使理想自我一致性形成品牌依附的效果更為強烈。
英文摘要

Brand attachment is a psychological state of the cognitive and affective bond connecting the brand with the consumer. When the attachment is formed, the consumer will develop a tight and long-term relationship with a brand. The main purpose of this research is to explore the effects of actual self-congruence and ideal self-congruence on brand attachment, and explore the moderating effects of product conspicuousness and brand concept-image. According to the pretest, this study adopts two kinds of product with different conspicuousness (high/ low) and two brands with different brand concept-image (symbolic/functional) to explore the effects of actual self-congruence and ideal self-congruence on brand attachment in the 4 (2×2) situations. The results indicate that the actual self-congruence and ideal self-congruence both have positive effects on brand attachment, and the product with high product conspicuousness will help consumers form a brand attachment by actual self-congruence or ideal self-congruence. This study also shows that the symbolic image enhances the effect of ideal self-congruence on brand attachment.
主题分类 社會科學 > 管理學
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