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自我一致性与情感品牌依附对Apple消费者购买行为之研究

【中文摘要】:全球最大的品牌谘询公司Interbrand,公布2013年全球最佳品牌榜,Apple以品牌价值983亿美元成为全球最具价值的品牌,打败蝉联13年冠军的可口可[custom_frame

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_center]szwox.com_028[/custom_frame_center]乐,荣获2013年品牌之冠。每当Apple推出新产品,在全球各地就能见到狂热的支持者彻夜排队的景象,此正是因为Apple创新、时尚、与众不同的品牌个性,深深吸引消费者的喜爱。然而在微利时代的来临下,企业为了能在竞争激烈的市场中胜出,获得更多的消费者青睐,在产品本身的竞争力以外,品牌行销更是企业重要的核心,因此,创造消费者对品牌的情感依附成为今日行销人员努力的目标,故本研究主要探讨消费者情感品牌依附对于购买行为之影响。
本研究参考自我一致性模型与相关文献探讨,选取真实自我一致性、理想自我一致性、情感品牌依附、产品涉入程度、自尊、公众自我意识、产品类型、购买意愿、品牌忠诚度等变数建立研究模式。以曾经购买且使用过Apple品牌任一产品之消费者为主要研究对象,并透过问卷调查的方式蒐集初级资料,回收有效样本共计716份。本研究以叙述性统计、迴归分析与单变量分析等研究方法进行验证情感品牌依附对自我一致性影响购买意愿与品牌忠诚度的中介效果,并探讨在受到产品涉入程度、自尊、公众自我意识与产品类型等变数的干扰下,对于消费者自我一致性影响情感品牌依附之关係。
研究结果显示,自我一致性会影响Apple消费者的购买意愿与品牌忠诚度,且当消费者对品牌产生情感品牌依附时,更能激发消费者的购买行为,故企业在进行品牌行销时,建议企业定义品牌个性,应以消费者本位的观点作出发,并加入目标消费者的自我概念作考量,以强化消费者自我概念与企业品牌个性的情感连结,藉由增强消费者与品牌个性之间的一致性,以提高消费者对于品牌的情感依附,进而促使消费者购买行为的产生;另外,本研究发现在不同消费者特质的干扰下,当Apple消费者的真实自我概念与品牌个性一致时,相较于理想自我一致性更能产生较高的情感品牌依附,表示Apple消费者偏好较能表达真实自我概念的品牌,由于理想自我概念的品牌个性,可能会使Apple消费者认为自己与品牌之间的距离太过遥远且缺乏真实性,因而无法生成较高的情感依附,故建议品牌个性应避免设置理想化过高;享乐性的产品能带给Apple消费者一种情绪与感官愉悦的满足,比能帮助消费者解决特定任务的实用性产品,更能让Apple消费者对产品着迷,进而也产生较高的情感品牌依附,故建议公司在发展实用性产品时,应多增强产品带给消费者的内在感受,以提高消费者对品牌的正面情感。
【英文摘要】:Following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand, the world''s leading brand consultancy, announced that Apple has passed Coca-Cola to become the world''s most valuable brand with its 98.3 billion brand value in 2013. Every time when Apple launched a new iPhone, fans lined up with their rugs and sleeping bags outside Apple''s flagship store ahead of its official launch day. Consumers have been fascinated by Apple''s innovation, fashion, and unique brand personality. In the era of micro profit nowadays, brand marketing has become a critical factor of the success of a company in the intense market competition worldwide. As a result, cultivation of consumers'' emotional attachment to a brand becomes the first lesson and target for most marketing people. The objective of this research work is to investigate the effect of emotional brand attachment on the consumer behavior.
The model in this work selects variables including actual self-congruence, ideal self-congruence, emotional brand attachment, product involvement, self-esteem, public self-consciousness, product categories, purchase intention, and brand loyalty based on the self-congruence model. The primary research participants consist of those who had purchased or used any kinds of Apple''s product and 716 effective samples have been collected through questionnaire survey. The mediator effect of emotional brand attachment on self-congruence as well as the influence of self-congruence on purchase intention and brand loyalty has been analyzed by means of descriptive statistics, regression analysis, and univariate analysis. The impact of self-congruence on emotional brand attachment has also been explored under the disturbance of produc

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t involvement, self-esteem, public self-consciousness, and product categories.
The results show that both actual and ideal self-congruence can affect the purchase intention and brand loyalty of a consumer. As the emotional attachment to a brand is formed, consumers are stimulated more effectively to purchase the product. Therefore, companies are suggested to define their brand personality from the standpoint of their target consumers and take into account consumers'' self-concept in order to reinforce the emotional connection between the two. Furthermore, under the influence of consumer traits, the emotional brand attachment is easier to form when the actual self-congruence of a consumer is aligned with the brand personality compared to the ideal self-congruence. As a conclusion, the brand personality should not be defined excessively ideal.
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  • 来源:中山大学;作者:李可立
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