品牌個性與品牌體驗之消費者品牌忠誠的影響：以此品牌摯愛為仲介變量、以品牌認同為調節變量

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/114349

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Title:	品牌個性與品牌體驗之消費者品牌忠誠的影響：以此品牌摯愛為仲介變量、以品牌認同為調節變量 The Influence of Brand Personality and Brand Experience on Consumer Brand Loyalty：Brand-To-Love as a Medium Variable and Brand Identity as a Moderator
Authors:	張愛薇 CHANG, AI-WEI
Contributors:	經營管理學系碩士在職專班
Keywords:	品牌個性;品牌體驗;品牌摯愛;品牌忠誠;品牌認同 Brand Personality;Brand Experience;Brand Love;Brand Loyalty;Brand Identity
Date:	2020
Issue Date:	2022-12-19 02:45:59 (UTC+0)
Publisher:	亞洲大學
Abstract:	在體驗經濟時代，品牌給消費者帶來的獨特體驗越來越重要。要想使自己的品牌在浩繁競爭對手中大放異彩，企業需要通過各種方式讓消費者可以對自己的品牌產生良好的印象。本研究認為，通過塑造獨特的品牌個性，締造特有的品牌體驗，可以為企業贏得消費者的青睞，並逐步培養消費者對品牌的摯愛。本文將品牌個性、品牌體驗、品牌認同、品牌摯愛、品牌忠誠度納入概念模型，研討品牌個性和品牌體驗對品牌摯愛的最直接影響，以及如何透過品牌摯愛間接影響品牌忠誠度。本研究將品牌個性、品牌體驗、品牌認同、品牌摯愛、品牌忠誠度作為一個系統，有助於理清兩者之間的關係。透過用SPSS和AMOS兩個統計數據系統工具對數據進行分析，並使用回歸分析對所提假定進行測驗測定，最終得出研究結果之結論。首先，品牌個性對品牌摯愛具有明顯的正面影響的肯定；品牌體驗對品牌摯愛也具有明顯的正面影響同樣成立。其次，品牌摯愛對品牌忠誠具有明顯的正面影響以及陶染成立；品牌摯愛在品牌個性與品牌體驗對品牌忠誠的影響中均具有一些仲介作用，再經由明星、網紅，在Youtube分享。最後，品牌認同在品牌個性與品牌摯愛當中有正向的調節關聯成立：品牌認同在品牌體驗和品牌摯愛當中有正向的調節關聯也同樣成立。 In the era of experience economy, the unique experience that brand brings to consumers becomes more and more important. In order to make their brand stand out among many competitors, enterprises need to make consumers have a good impression of their brand in various ways. This study believes that by creating unique brand personality and unique brand experience, enterprises can win the favor of consumers and gradually cultivate consumers' love for brands.This paper incorporates brand personality, brand experience, brand identity, brand love and brand loyalty into the conceptual model, and explores the direct impact of brand personality and brand experience on brand love, as well as how to indirectly influence brand loyalty through brand love. This research regards brand personality, brand experience, brand identity, brand favorite and brand loyalty as a system, which helps to clarify the relationship between them. By using SPSS and AMOS tools to analyze the data, and using regression analysis to test the hypothesis, the final conclusion is drawn.First of all, brand personality has a significant positive impact on brand love; brand experience has a significant positive impact on brand love is also established. Secondly, brand love has a significant positive impact on brand loyalty; brand love has a part of intermediary role in the impact of brand personality and brand experience on brand loyalty. Finally, brand identity has a positive regulatory relationship between brand personality and brand love: brand identity also has a positive regulatory relationship between brand experience and brand love.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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