| 摘要: | 本研究旨在探究與檢驗品牌體驗、品牌個性、品牌依附以及自尊心的關係。本研究採調查法，透過發放網路問卷的方式，以6個品類中的27個品牌之消費者為樣本，共計回收有效問卷297份。研究發現如下：(1)品牌體驗正向影響品牌個性；(2)品牌個性正向影響品牌依附；(3)品牌體驗正向影響品牌依附；(4)品牌體驗經由品牌個性之中介正向影響品牌依附；(5)自尊心會增強品牌個性對品牌依附的影響。本研究討論研究發現在理論與實務管理上之意涵。
This research aims to explore and examine the relationship between brand experience, brand personality, brand attachment and self-esteem. This study administered anonymous surveys via the internet to collect data from costumers of 30 brands of 6 product categories, a total of 297 effective responses were received (60%). The results show as follow: (1) brand experience positively affects brand personality; (2) brand personality positively affects brand attachment; (3) brand experience positively affects brand attachment; (4) the positive affect of brand experience on brand attachment is mediated by brand personality; (5) self-esteem does strengthen the effect of brand personality on brand attachment. This research discusses the implications of theory and managerial practice. |
