現今企業越來越重視品牌經營，並且也越來越多消費者出現狂熱式的支持其所喜愛的品牌。不過以往研究較偏向品牌權益與品牌忠誠度，對品牌狂熱現象較少討論。但是對品牌經營者而言，不再只是建立一個品牌，而是打造一個狂熱品牌。
故本研究根據Keller在2001年所提出之品牌共鳴模型以及相關文獻，探討品牌狂熱定義及其影響因素，提出一個理論架構。其理論為品牌依附、品牌忠誠度及品牌社群皆對品牌狂熱有正向影響關係，並且顧客參與會干擾品牌忠誠對品牌狂熱之強度，提供企業欲培養狂熱消費者之參考。
Nowadays, companies are increasingly appeared importance to brand managem¬ent, and more and more consumers to occur fanatical support their favorite brand. However, previous studies tend to brand equity and brand loyalty, and less discussion on brand zealotry phenomenon. But in terms of brand management, is not just to build a brand, but to create a fanatical brand.
In this study, in accordance with the relevant literature and Keller’s brand resona-nce model to explore brand zealotry defined, phenomenon and its affecting factors, than propose a theoretical framework. The theory for brand engagement, brand attach¬ment, brand loyalty and brand community are positive influence on brand zealotry, and pro-vide the reference of enterprises wishing to cultivate zealot consumers.
