品牌依附是品牌與消費者維持良好長期關係，並且創造品牌本身價值的重要關鍵因素。但過往對品牌依附之影響因素的研究多是以企業立場為出發點，而忽略了品牌顧客的觀點與貢獻，因而本研究想進一步探討顧客參與與品牌依附之間的關係。此外，品牌經驗會促進品牌與自我間之認知及情感連結的發展，因此本研究認為消費者之組織社會化與品牌真實性是顧客參與與品牌依附關係之中介變數。
本研究針對大眾之餐飲店消費行為進行調查，共收集 300 份有效問卷作為研究樣本。實證結果顯示，顧客參與會負向影響品牌依附，與假設之方向相反；而組織社會化與品牌真實性為顧客參與與品牌依附關係之中介變數，顧客參與能夠透過組織社會化及品牌真實性正向影響品牌依附，符合研究之假說。此一研究結果提供了行銷人員重要之理論意涵及管理意涵。
Brand attachment is a key factor in maintaining a good long-term relationship between customers and brands, thus helps cultivate brand value. Previous research on factors affecting brand attachment were conducted mostly from enterprises’ perspective rather than customers’ perspective and contribution. Therefore, this study aims to investigate the relationship between customer participation and brand attachment, and the mediating roles of organizational socialization and brand authenticity in the relationship.
Online convenience sampling method with structured questionnaires was used and a total of 300 valid responses were obtained customers of food service industry. The empirical results show that organizational socialization and brand authenticity are the mediators of the relationship between customer participation and brand attachment, which supports our hypotheses, while customer participation is negatively related to brand attachment, failing to support our hypothesis. The results provide important theoretical and managerial implications for marketing personnel.
